I agree. They need to realize the average O-Gauge family is destitute
Yes, that's sarcasm.
On e serious note: If a family has to decide between this boxcar and eating tomorrow, O-Gauge trains is the wrong hobby. It's not like these things are marketed to the general public. They are marketed to people with a vested interest in Lionel, and most likely have many trains and the wherewithal to buy
Also, what does "family friendly" price mean?