Doesn't seem all that outrageous to me, most BR for an entire season run about the same price. It will probably drop in price as it gets closer to ship date anyway...even if it doesn't this is one series I'll still want at the current price, I've loved every episode.
I want to catch up on this show and planned on buying it, but this price is way too steep. WB's shows this fall have very steep prices. I will just skip them. Person of Interest & Arrow are 2 examples. I purchased other high quality BD shows recently: Homeland, Walking Dead, Bates Motel. All under $30.
Warner Bros. - You ain't getting my money with these prices.
WHY is anyone even paying full price? It just takes patience. As someone said, they paid $15 a season for Smallville. I happened to pay $9.99 a season for Smallville, as Best Buy sold that series each Christmas at 9.99. Watch for Target, too. The most I paid for 24 was $16.99 a season. There's no reason to pay over $20 a season for most titles. Patience and perseverance.