$70 for a $10 flash drive that has $30 in software on it? sheeeeesh.
It's not just the software, though; you're paying, in effect, a one-time charge for 4+ gigabytes of bandwidth you don't have available with your interent connection.
It's clearly in Apple's interest to have the entire world be high-speed and wireless. Those who hold out can expect to pay a surcharge. That's what the extra 30 bucks is.