I am the operations manager for a high end stone and tile company in my area. We do top quality work, I run a crew of 80 employees, and we only hire and retain the best help. We consistently win local awards for the best countertop and tile company in our area.
To do this, we charge more than our competition because we live by the credo that "you get what you pay for". Good work isn't cheap, cheap work isn't good. You can get the same countertops from our competitors for 25% cheaper, which in our line of work is in the thousands, but people continue to come to us, because of the quality of our finished product.
I feel like WWC is in the same boat as us. They produce a quality product. To do so requires knowledgeable employees (who aren't cheap), quality equipment, rent, an electric bill I wouldn't want to pay, a water bill I definitely wouldn't want to pay, and all the other expenses associated with our hobby, on a much larger scale.
All that overhead gets transferred to the consumer, just like every other business in America.
Is it fair? No probably not. But it's how business is run. Free market dictates this, and we as a consumers have options. If you want the "best", you have to pay for it. If you can't justify spending those prices on water sticks, you'll find a way to do it cheaper.
Complaining about it won't change their prices however, only lack of sales can do something like that, and even that isn't guaranteed.