I doubt very many actually pay the full price shown on the website. There are plenty of certificates around, and LOTS of lifetime memberships floating around in the possession of members, they're just not allowed to advertise them as being for sale. I went out on a $69 certificate the first time I visited for a 4-day course, and picked up one of the cheaper memberships once they became available.
As with any class, you also have to figure in ammo, travel, food, and lodging, and a $50 a year 'background check fee', but since they're about as close as any other facility, the inexpensive courses help to balance out the other costs for me. Is it the best training? Well, not for everyone...they've got the basic classes down to a science, and I've watched them take novice shooters who barely knew how to hold a gun to the point where they could draw from concealment and get hits in under 1.5 seconds as they claim, which is better than a lot of shooters I see at the range.