Actually, the site says
"Low cost for a great design – only $89.95! (holder and 8 T-Locks)". Above it says "Holder Shown With
Optional ANR Insert"
So he changed it to include 2 optional ANR inserts, adding something of value. I bought individual ANR inserts, years ago at 29.95 for my lowly, refurbished Epson V500, which means he hasn't raised prices in a long time.
I have no idea why it being "nearly a third of the price of the scanner" has anything to do with anything. Epson doesn't even offer a replacement for the plastic 120 holder that ships with the scanner. If you damage yours, you have to buy a new scanner. If I had not bought VueScan Pro for 80 bucks, half the price of my refurbed V500, it would be useless for scanning prints, negatives and slides. With Vuesan Pro which enables profiling with an IT8 color target and the Betterscanning holder and glass, I have a usable solution for my restoration work.
I'm glad someone went to the trouble of setting up a business to offer useful things no one else does. You might consider cutting him some slack for not having updated the website. I find myself unable to keep my print option price list current with all the changes my vendors make. I suppose I could pay more attention to that than my customers but after awhile, I wouldn't have any customers.