$50 for five specialist or elite models (anything that isn't troops basically) has been the standard for a year or more now.... Unless you live here in Australia, in which case in the past five years or so it has gone up from $50 (we were at the $50 Mark already back in 2010) to $70-$75 ish for the 5 man boxes.
Here in Australia it costs $140 to make a 10 man squad of assault marines. Yes, the kits are better with more options now, but it doesn't justify the price.
I'm just going to paint what I have for the duration of this year. I have enough bare plastic to keep me going all year, two years if you factor in my lack of free time and motivation.
After that, I dunno. I still want some of the FW stuff and I want a Mechanicus army, but I've lost interest in White dwarves and codices for the time being.