I understand where you guys are comin' from. It's not unlike the comments about post-workout supps, including Torrent (though Torrent is a great value when compared to other postworkout supps). Problem ain't because of excessive mark ups on intraworkout or postworkout supps IMHO... It's just that's what raws cost. I think the bigggest problem is perception. Many fellas, for example, might drink a sports drink for intraworkout. That's a buck or two. Postworkout, they might take whey or whey + dex. Cheap. So I think it's that these comprehensive supps, which utilize more expensive ingredients, are going up against cheaper, less comprehensive alternatives.
Another way to think about this... Try doin' a homebrew and buying the raws separately. Then try putting it together yourself and compare the cost between that and a pre-made supp. I think that may be an eye opening experience, I dunno. My $0.02.