I dont know.. looking at old literature you could buy a top of the line road bike in the early 70s for about $400-500, now today you're looking at least around what, ten thousand?

If you can a aluminum wheelset for $200, and another company could sell a lighter weight aluminum wheelset for $1000 something ain't right.. can't be based on material cost, the heavier wheelset should be more expensive to produce haha.

popcorn was probaby only marked up $5 since the 70s.