I’m always vexed at people who quatsch when the price of a palette is higher than purchasing individual items (in terms of value per volume). Rip off! they say. Well …. no. Look at the higher price as the premium you have to pay for 1) the convenience of having all the colors in one package, which can be convenient for storage and travel; 2) the opportunity to buy more colors at less cost, e.g. if singles are @$50, and a palette of two colors with each half the volume of singles is $60, you are saving having to shell out $100 (for something you don’t know you’re going to really like or will use up, etc). In other words, the $10 is the premium you pay for lowering your risk and/or the opportunity to spend the $40 in something else.
It’s really nice when companies sell palettes at a lower per unit cost than singles, but in some cases, a higher per unit cost still makes economic sense. Like all things, not everyone will value the convenience, but that hardly makes the product a rip off (making it sound like the company is trying to steal something from you) anymore than anything else you don’t value (Hello Kitty anything, why??). Especially if the price and product volume is clearly in the labels – that’ what 2nd grade math class/the calculator on your phone is for. The best you can say is, the company over-estimated people’s values for the convenience.