I think this is a perfectly reasonable price, the article even mentions that it undercuts one of their competitors, and very very few people will actually pay anything close to full price. I think there is a broader conversation to be had though - should the compensation for developing a drug really be tied to patients in this sort of way? There have been some interesting proposals that involve paying the drug company a prize for successfully developing a drug and then regulating the prize to variable cost - especially in a single payer system I could see that being a great way to incentivize drug development for diseases that the nation values the most while removing the burden of paying from individual patients more efficiently than through a complex insurance system.