I wonder how much of it is markup and how much of it is their price from their distributor. They seem to have switched to the domestic distributor, BlueFin (at least, my Figuarts Zero I got from them a few weeks ago was from Bluefin, and with a Funimation sticker showing that One Piece rights in the US are owned by them).
They have ridiculous markups on exclusives, but that's probably understandable. Some of their stuff is semi-reasonable (less than retail price + shipping from Japan would cost; like Kamen Rider Black, retail 2500 yen, selling for 29.99), but not always comparable with HLJ or amiami which give discounts from retail. Some of their stuff is ridiculous, and I assume is somewhat based on popularity (Super Robot Chogokin Shinken Oh is 75 bucks!). The good thing is that they have a reliable distributor, and if you missed the ever-shortening order windows for HLJ or amiami or whatever, you can pay a premium and get stuff a bit later.