The only brand that comes close to ADA, is ELOS (look them up if you really want to seem some pricey stuff), so it isn't even possible to compare. Rimmed tanks are also a different matter, that is like a tube TV to a HD flat screen.
I like to reward the innovators.
What are you comparing to? You have substrate listed as $20, a 9L bag of Aquasoil is $30, you can use a 3L bag on a nano, only $14.
Sure most pay higher for shipping but not much.
What does that have to do with anything? Why can't freshwater enthusiast's enjoy quality innovative equipment too? Why is that limited to reefers? Why do they get all the cool new toys it seems ?
Maybe it is because alot of freshwater (American) hobbyist are stuck in the mentality to buy the cheapest thing that works.
You see, once someone has been in this hobby for sometime they no longer think of their tank as just a "fish tank" anymore, they don't mind spending the money for nice equipment, display size does not matter anymore in relation to amount spent. Well at least those who are serious about this do.
Like someone once said; "We are too poor to afford cheap things".