I've spent up to $2 per bullet. It hurts lol. It depends on the end goal. Sometimes you need a particular type of performance and if that's not something that's mass produced in a way that greatly reduces the cost, you're unfortunately going to have to pay more. If it's worth it, it's worth it.
In most of my hunting needs, I can get all the performance I need with bullets that cost me 38 cents a piece. And at the end of the day, I appreciate not paying more than I need to.
You can lower overall cost of your ammo too by increasing efficiency by the cartridge you're using and also one that is popular. Brass cost will be lower, amount of powder used will be less, etc. Also, things like QuickLoad, GRT, a Pressure Trace II setup, etc can greatly reduce the amount of rounds required to develop a round, and reduce bullets consumed, powder consumed, primers consumed, and brass wear.
Marketing tends to get a lot of people too. It used to get me and still has a tendency to influence me lol. One of the main reasons I really started diving into learning about bullet construction was so I could better compare all the bullets out there and learn how they're built, designed, and how they work and it's enabled me to cut through some of the marketing BS out there. It's like pulling the mask off a Scooby-Doo villain lol.
It's always interesting to see what some people are willing to spend more on and then not willing to spend more on with other things. But then that's where personal preference, needs, and opinions come in. I prefer to spend more only if it's worth it to me and I'm actually getting my money's worth. I'm not getting anything out of a name alone, for example.