It doesn't really surprise me that /co/ thinks $30 is crazy as the majority of people on this website are single dudes, so in their minds $30 means $30 dollars just for themselves to watch it. What people fail to realize though is that this is a family movie and if it was in theaters it wold be catered toward family viewing.
If I had two kids and a wife and I took them to see a movie it would be about $13/ticket for the adults and $10/ticket for the kids- that's $46 dollars for four people, not counting $20 popcorn and shit. So I mean by comparison $30 to watch it from home with that same family would be $7.50 per person. If they actually want a ROI they have to account for the possibility that people will have the entire neighborhood over to watch it in their living rooms.
And for the fags that will inevitably say "why would I pay $30 when I could just torrent instead", you would have torrented it anyway.