I suppose it depends on what a person is used to paying for what they drink. I have come over to Bourbon from what many here call the "dark side"... Scotch.
I'm used to paying 40-50 or more $$$ for a decent Scotch. I have been pleasantly surprised at the relatively low cost, comparatively, of Bourbon to Scotch. I would definitely pay $50.00 for a really good Bourbon, but that's me.