I love Knex coaster sets, but I agree, these prices are not much less than Walmart (more actually if you figure in Tax/shipping. For instance, the Rippen Rocket 2 is $48.92 at Walmart.
If you can wait for the following weeks after Christmas you will find these heavily discounted at Walmart and Target, usually 50-75% of their Walmart original (not list) prices, I've seen their $50ish doaller Knex sets marked down to $15-20 in previous years' after Christmas clearances.