It's way more than two times purchase cost. You can get a smoke detector and CO2 alarm for ~$20.
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.