Why are hauler bags so expensive?

[minke]

Or to be more accurate, why do they have to be? I understand that a lot are made, then brand logo's added so kit manufacturers get their cut, then retailers get their piece on top. But daaaamn they are expensive for what they are. I need at least 3 large ones and simply cannot justify spending that kind of money. Its the kind of item I wont risk buying second hand, despite the good private sellers here.
They need to be half the price they sell for. I have seen tool chests and storage boxes at much more reasonable prices, the problem is they just don't feel quite right.
Maybe there is a business opportunity here, I'd love to design an affordable hauling rig, maybe modular, that has the options myself and other people would want. Heck the kit manufacturers could just have a Velcro patch for the front to keep costs down.
Sorry if this seems like a whiny post, just dislike unnecessary overspending.