said by decx:Could be true, I haven't seen the pricing on other models but the price will definitely come down in the next year or two as LED bulbs are entering the marker in North America. And they did mention on the site that they are working on other bulbs for the Hue system.
Frankly it's not just a little pricey. It's more than double the price of a regular Philips LED bulb. As long as you don't need the colour lighting, with that difference, after a couple of additional bulbs you one could use the difference to get a integrated lighting control system which would allow for a greater variation in bulb types (currently the hue comes in one shape).