I used to think that about 12 years ago. In australia it felt like it was expensive because hardly anyone did it. Now it feels like its still uncommon, but at least twice as big as it used to be. Over that time period it would seem reasonable that the prices would adjust downwards to reflect the increase in popularity, but it just hasnt. The bikes have improved, no doubt, but it seems more and more expensive every year.
I love bikes, they are my number 1 favourite pastime, but there's no way i would personally pay 10k for a bike. That seems insane even to me. ...and it feeds this ridiculous increase in participation cost!