EDIT: Forgot to say that $70 is already too much for a controller to me. During the previous generations I usually paid no more than $40 for a controller (and often you could find bundles where for that price the Xbox controllers also came with the Microsoft rechargeable battery). Of course those dang Switch Pro Controllers were $70. Sometimes you could find them on sale for $60, but it took some years before they were seen for $50. That's how it goes with Nintendo stuff though, the sales are absolutely pathetic, especially with the software. But yeah I still consider $40 to be the normal price for a first-party controller.
I was used to seeing insaaaane prices for arcade stick controllers, but with the first-gen Elite controllers Microsoft decided to give that price range a try for more normal controllers. Now Sony wants to give it a whirl. The Xbox Elite controllers are really nice, but definitely not worth their price.