Of course it's priced too high; you're talking about EE who claimed the Bright Box #1 was "Worth £95!" back when it was first released, LMAO!
Since when do you think ISPs have UNDER-valued their generic, mass-produced, poorly tested, built-down-to-a-price creaky plastic boxes? Since never is when. There's a reason these routers are free, and it ain't nothing to do with the benevolence of the ISP, it's because they're as cheap as they can get from whatever supplier, rarely and poorly updated, and quickly abandoned... and then along comes the NEXT version of "Our best router everrrrrrrr!" >_<