It's a not bad price but you could go cheaper doing it yourself. I've added price/lb buying it at a grow store.
2.5 lbs. Blood Meal 12-0-0 $1.50/lb
2.5 lbs. Bat Guano 0-12-1 $2.50/lb
2.5 lbs. Steamed Bone Meal 3-15-0 $1.50/lb
2.5 lbs. Pot Ash 0-0-30 $1.00/lb
1/2 Cup Epsom Salt -Magnesium Sulphate $1
1/2 Cup Dolomite-49% Calcium Carbonate 36% Magnesium Carbonate - So cheap it doesn't calculate
1/2 Cup. Powdered Humic Acid $1
1 Cup Azomite (70+Trace Elements) $1
1 Cup Mycorrhizal $1
So that's ~$20 worth of amendments - he's not make a fortune off of you and I don't know why he would lie about what is in it, I assume he would like return customers.