I think you can only say they are overpriced if you compare apples to oranges.
Aside from WholeCig there is no other players in the WTA game. There product is not the same as a self mixed, or a cheaper priced non WTA competitor.
If you don't want, need, or like WTA then I agree the price isn't justified. But if you like WTA infused products they are excellent, and in my opinion one of the most satisfying juices that I own.