Lets be honest 20 dollars for cosmetics is a lot of money. Should be 10 dollars.
Anyone who says otherwise is........I don't even know
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Emotes are expensive to animate. They aren't cheap. Each item cost about 2.22, the emotes are definitely well over 2.22 when being sold in a game to the public. The shader and items however shouldn't be that expensive..although some rare cosmetics and items in TF2 is up to 10$ alone...and some COD skins are 5$ each....so.. I'm not saying it's "worth" it as that all depends on who you are and how much you make, but I will say it's reasonable. It's understandable.