I do agree with Sly...it is expensive. Is it due to the size of the company? IDK the factors involved in the pricing...I'm sure they are legitimate to an extent (business wise).
I think it is a great product, but pricing has scared me away.
small company, income flow is not huge, Bit Defender engine to be paid, etc... you pay for quality and transparency. At least Emsisoft doesn't use your datas like a famous free AV...