Jordan you are the exception to the rule on paying more. When the truck kit was being discussed there were many complaining about the price. In most cases when the price goes up you lose potential customers which could make or break a kit being released.
True, it is on the higher end of the spectrum on what I would like to pay. However, paying $30-40 for a well detailed Tamiya or Aoshima kit feels like a good deal for the content, and if Revell could make some kits with similar detail levels for the same price, then I would be satisfied with that price.
Revell kits seem to average around $25, but they generally seem to stick with details that make them feel cheap (two piece wheels anyone?). They don't have to try and fit in opening everything like some of the Level 3 kits of the past, but just providing more/better detailed parts as well as 1:1 accuracy would go a long way.