Think about DVDs like Control and Witness and Prophet and stuff. You are getting 1 trick for 20 or 30 dollars. 1 on 1s are hard hitting tricks just like those DVDs and for a fourth of the price. And, instant downloads are penguin are normally like 10 bucks. 1 on1 s are CHEAP.
1on1s are expensive for single effects, when ou could buy a book like Royal Road to Card Magic, and get tons of effects for $10. I don't mind paying the money at all, because I think the 1on1s are great, but they are a bit expensive. I'm not complaining, though; theory11 is a business and they do have to make money.