A normal service station/shop gets $8.95-$9.95 for a common filter. That means about a 400% mark up. Oil, common dyno, is about $2.50-$3.00/quart (this isn't a quicklube) ..so your common LOF would be around $25 in the rough. If the car is fully "serviced" ..this can be an additional $10 plus fluids.
So, sure, they're charging a bit much for the Ea filter...but they're probably making only another $3 for a whole lot more money invested in stock on the shelf.