First off, Blair's chips do kick ass. I love them, they're healthier than most kettle chips (as they have truly claimed). We sell a tonne of them at the store and right across Canada online (they're bitch to ship mind you).
You're getting your money's worth in my opinion. We sell them for $1.50 for the little 2 oz bag and $3.50 for the 5 oz bag and people pick up 5 or 10 bags at a shot.
7-11 sells them for the same price up here so we lose a little of the market to them, but I figure, screw 'em there's plenty of chip eaters in the world. We get lots of people from the neighborhood that pick them up Friday after work as an accompaniment to the odd wobbly pop or two.
I have to disagree with you slightly, they ARE hot, for the uninitiated that is. I always dare newbies to eat a 5 oz bag with no liquid refreshment and it usually makes them sweat (or moan in agony dependent on their spice tolerance). Products that are a dry application have a tendency to take away your saliva during eating which allows the seasoning powders to adhere to every nook and cranny in your pie hole so it can get nice and hot inside your mouth.
Blair makes one helluva good chip. Not too hot for me, or any other die hard chilihead, but extra spicy for the masses considering the other chips on the market.