It's hardly a surprise. Not everyone has the disposable income, especially when the kids are asking for the new kit every year.
I refuse to use them for City and tend to just wait for Fanatics or Puma to have sales mid season.
But I don't blame anyone for doing so. The quality of fake shirts is better than its ever been, and the club has added £5 to the price for consecutive years which was already high enough.
There is absolutely no reason for £80 to be their price point outside of knowing we're the hot new trend for international bandwagon fans who switch clubs with the wind and buy jerseys to be part of the new cool thing.