To put it into perspective, Acid Rain figures are $30... hyper articulated (but re-use many parts), come in a box that's part of the "toy", usually have removable gear and such... Amazing paint apps.
Hiya Aliens figures are 4" scaled too, hyper articulated, tons of gear, Aliens even come with eggs and facehuggers, but they're in the $25 range...
$10 for 5POA is probably about right comparatively speaking to what it costs a small company to crank out. Hasbro can do them for less... These companies can't though.
Personally I never could get into these... Retro's ok but they felt like a mess after a while. The Alien stuff was more appealing for some reason but this just got too weird for me. *shrugs*