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I think it has more to do with pricing. If they had priced it at $10, which was plausible, then the item would seem cheap and worthless. Then no one would buy it aside from those that know what it is. Sometimes you have to overprice things to make them seem to have importance. Otherwise they'll seem like a cheap, worthless accessory that doesn't do much which clearly isn't the case with WM+. I think $20 is a good standard price point to still get it relatively cheap but show that it's expensive enough to add something to the wiimote that is necessary.