That's a rip off, a genuine Lego set wouldn't cost you that for an equivalent.
Lego has factories that can make injection-moulded plastic bricks to order and keep production costs down. This is just some tube with a 3D printer doing a very small and expensive run of these things, and I suspect the cost of making these is pretty damn high to begin with. I suspect the margins are a lot lower than you think.
The only saving grace for this business model is that they're maybe not stupid enough to have manufactured the whole run yet. If they have, they'll likely turn a loss when not even the most hardcore Jambo chooses to shell out cash for this guff and they knock the price down below what it costs to make. Otherwise, they make them to order and it's not a catastrophe for these geniuses...
If that videos been done in response to the bad publicity its brilliant. Got my doubts though
I reckon it has been, and if that was Hibs releasing that video in response to that PR disaster we'd probably get away with it. However hearts are so spectacularly tinpot that no-one can really be sure if it's a serious video or not. Plus they're so po-faced in everything else they do that trying to pull off a humorous response just falls flat on its face.