This is "lead free", which I never previously knew even existed in .22lr. If that means different priming compound, I could see how that could make it more expensive. Doesn't mean I'd pay it though...
I just read the link. My interpretation is that "lead free" refers to the bullet only. No mention of the priming compound. Other sources out there may clear up the question of priming compound composition.
I would not be surprised to see more companies selling "lead free" .22 rim fire bullets in the near future -- at much lower prices!!
If you were in California and that was your only choice you would have to pay it. Or if you had sense move out of California and take your skills and contributions out of that cursed state