For £30 I could buy an entire game, and get many hours of enjoyment out of it.
Or I could go for a decently-priced night out with me mates.
Or I could take someone I care about for a lovely meal somewhere nice...
...Or I could buy a single hero ship + cosmetics.
To be honest, even the steam packs are too pricey for what they are (mostly you are paying for elite time, with some freebies thrown in) but I got them on the sale. The individual ships though? I don't want to sound like a greedy consumer, but FAR overpriced!!