All the purifier companies realized they make more money selling overpriced filters, so $60+ for the OEM filters is common nowadays. Despite it just being a standard HEPA filter cut to a specific size.
Airfanta 3 Pro filters (four) - $57
Coway Mighty Filter - $60
Coway Mighty2 Filter - $70-$80
I'd be concerned about the availability of filters after a few years. Some of these companies have been changing their models and filter type every year to add some nebulous feature. Others just go out of business.
HEPA media itself is a commodity and aftermarket filters (and the BOM cost to the OEM) tend to level out at whatever rate is minimally profitable per area of filter media.
The upfront cost of this device is high for what you get, because you're mostly buying filter media. The device itself is not much of a polished product. I'm sure it works fine but I wouldn't want one in my living room.