Personally I've found their price for Personal licenses to be very low -- in the Python world, ActiveState Komodo is $295, Wing IDE is $245, BlackAdder is the only one under $100 and it looks quite "underpowered" when compared to PyCharm.

Regardless, they have promotions running for long periods, so it's easy to start with a trial and then pick up a real license when the price is lower -- the last one ended on 16 April and was 30% off, I got mine last September and it was 50% off.

In general, for software like for everything else, prices reflect what the market will bear. We are willing to pay more, clearly. It's slightly embittering that in this case they cannot bring the usual "import taxes" justification, since they're based in Czech Republic.