1) Not everyone has their account at max
2) They get bulk discounts from Amazon that take the price down quite a bit
3) They only store one copy of a file across their user base, so even though they bill you for 100GB and you have it completely full, it's possible they are only storing a small fraction of that. A folder of music for example is likely to not actually take up any space at all, but they get to bill you for every bit.