It seems ok, it's lower than the retail on their web site. Btw, the only ar10 is made by Armalite. Everything else is a 308 AR. As far as prices being inflated, no, there are some reasonably priced 308 AR'S to be had. The SASS by DPMS is one of their pricier variants. You can get into one for around a grand, but I would imagine that you'll be spending money to upgrade it to your liking.
Btw, there are several out their for much more money, and just like an ar15, you buy what you feel comfortable with. Ar15's can get up there too, if you wanted one.