Yeah, thats the price man. I got my Botanicare for 75 as well, but I got a 7% discount on it.
Youre paying for plastic that is food grade, heavy duty, and made specificlly for hydro. Theyve got a lot of drainage groves in them, made to take heat, and are safe to all the nutes/whatever else you may introduce to your plants.
You could always build a box outta wood and line it with plastic liner/pond liner, but that can get expensive when you get to food grade standards as well.
Could always use buckets and soil?