Don't be silly Mark, someone has to pay for that
Anyway, those that led me astray with the pink shower gel I've found that it's actually aftershave ... darn you Tardus, you foiled me again!
Though to be honest (and please don't feel the following is meant for any of the riders in the club, except maybe me!) I can see Geoff's point of view but this industry has sprung up because of:
a) the casual riders who may not want to join a club but want some form of organised route to challenge themselves on
b) the less casual riders who may or may not belong to a club but want to see their name in a ranking for a time even though "it's not a race"
The prices are pretty much subject to the whims of supply and demand. If there wasn't a willing and paying market then either this event wouldn't exist or the prices would be lower (potentially more events in line with our own well priced sportive last year).
For an organised ride someone has to pay for the signs, feed station (event fee/donation even if club members are willing to donate the food) and all the other inclusive bits and bobs that people who want to attend sportives expect to see. As I remember the only "negative" comment about our sportive was the lack of electronic timing chips but again this would be an extra cost to bring in all the gear that they had at the Wiggle No Excuses (which I presume in THAT case was owned by UK Cycling Events), does the club pay for this when club members are potentially outnumbered by visitors/guests (and quite rightly so, it should be something to showcase our club's organisational skills outside the club). Given the numbers in this (particular) case I feel our approach was perfect.
BTW it's not just in the UK, there's a few on the continent that I have seen, I have been considering the Lac Leman sportive in Switzerland which a few family friends do each year and the cost is around 89 CHF (plus flights etc for me) but again you're paying for the support over a 180km distance including signage, timing, food afterwards, insurances (probably, hopefully) etc etc. Around £60 if you don't use Swiss Francs very often!