Is it, really? I mean couples routinely blow that on 1-2 dinners out without any thought at all, at least in the demographic they're targeting. You're paying something like a 2x purchase cost for a much smarter, well-connected device – that seems well within the range that upscale consumers will pay for almost any sort of better made appliance or furnishing.
At $60 each I might replace the 5 I have in my house, at $130 I don't think so.
That said, it's hard to compare the base price without starting to talk about features: i.e. the cheaper detectors on sale around here tend not to have things like the LED needed to tell which of 5 alarms is currently going off. That part costs a few pennies but the pricing jump to get it much higher, at least for what was on offer at my local Home Depot last year when we replaced everything.