Why do Apple's RAM upgrades cost so much?

So I was browsing the Apple Store today because I'm thinking of getting a Mac Mini in the near future, when I noticed this:

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$270.00 for 8 GB of RAM! I'm a student so they generously took 29 bucks off the price of the upgrade. Now RAM used to cost quite a bit of money, especially for a large amount like 8 GB. Surely though, it can't cost THAT much.

In fact, it does not:

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That works out to be about $230 less than Apple's solution. ($260 if you're a regular person) I love Apple products, but this is ridiculous.