In reply to Si dH:
I'm not sure what is normal but certainly any film for sale has to compete with all the free stuff on the internet as you say. Unlike a DVD the costs for distribution are negligible. Not making up the DVD, no associated printing costs, packaging, no profit for distributors like climbing shops, no work beyond getting it up on the web. That's a large slice of costs gone that I'd hope was reflected in the price.
For me I'd be interested to watch it some time but as I'm not a really a boulderer there's no way I'd pay £13 just to watch it. For that price I could watch a really top notch, big budget film of similar length on a massive screen with a superb sound system etc..
If it was about £3 to £4 though I'd buy it. At that price they'd have to sell around 4 times as many copies of course to make the same amount of money. I don't know for sure but I suspect that might well be possible. They might sell ten times the amount perhaps? It's just speculation on my part but I'm basing it on the assumption there are probably far more climbers with a slight interest, like me, than those with a very keen interest for whom the film is a must have and will pay more and watch repeatedly. Think overseas climbers as just one example.