Yep, the '109 was the same. Bit naughty of Hornby Hobbies to charge 'today's' prices for something like that. As I remember it, the FW190 kit was a touch more expensive, but not by much, than the P-51, which was £2.75 when first released in 1972 !
Production and, packaging etc has increased in price, but the mould tools must have paid for themselves a few times over by now, so a more realistic retail price should really be in the £20 to £25 bracket at maximum.
To ask the current retail price,comparable to new kits being produced today by other companies, for a 1970's era kit, is a bit cheeky I think, and does not help the 'image', or sales prospects of the Airfix brand, where 'new' modellers, or those without knowledge of the age of this and similar kits from the era, are concerned. It could be very easy for the uninformed to presume that all Airfix kits were of this quality level, including the latest, genuinely new-tool releases, which, of course, we know is not the case.