The past few years, Funimation has mastered the way to distribute anime without it feeling like rape.
When FMA Brotherhood was new, it was 13 episodes on 2 blurays for 35 bucks. A year later, they put it out again, 4 Blurays holding 32 episodes, for 60 bucks. Now, you can get them on Amazon for 35-40 bucks, making it a total of 70ish dollars for all 64 episodes.
30-40 dollars is the perfect price for 13 episodes- it's the same price you would pay if you bought all the episodes a la carte on iTunes or Amazon, but you are getting extras, language options, and packaging. Charging any more is just an attempt to grab money from sad sacks willing to pay it.