$130 seems like a very reasonable price to me, from a reseller point of view, since you do need to make a bit on the stuff you sell. From a customer point of view though, $130 is damn expensive, especially if you live outside the US and will have to pay shipping and taxes for it. For example, if I myself would order a set and it would get stuck in customs, the price would be more than $160, and then I haven't even taken the shipping costs into account!
Of course, every customer probably has a definition of what's a reasonable price for a set of key caps, so some people will think $130 is cheap, and some will think it's expensive. For me personally $130 would've seemed like an okay price for a brand new set of Dolch keycaps (this is what I can relate to the most, so I'm using this as an example), at least before the whole GMK hype, but when I know I could've gotten it for $50 less I wouldn't think of $130 as such a good price anymore, even if I was in a hurry for a set of keycaps. Please note that this is just my personal view of things. I also have a hard time understanding why some people can't seem to wait a couple of months for a keycap set, but that's also maybe only me.
One thing I don't like is trying to justify an expensive price by explaining the fact that resellers need to make money; it doesn't change the fact that it's expensive. It explains why of course, but for a customer that's maybe not that important.
And I'm not even taking the way ISO users get left out into consideration here.
Another thing worth thinking about is that it's probably pretty hard to sell 400 ANSI sets for $130 each to a quite saturated keyboard market... So it's probably quite a lot of risk taking going on here too. I guess this is one of the reasons I don't do this kind of business myself, and leave everything to group buys.
