Thats a pretty bold claim unless you have some very intimate knowledge about the facilities that were used, the local cost of materials that were used, any investors that need to be taken care of, etc.
Again, I agree that $15 for 10 seeds is expensive, but to assume that there is some sort of gouging going on is a bit premature. I would speculate, if Ed was running ONE commercial greenhouse dedicated to the development of this pepper for 4 years, then he may be very hard pressed to turn much of a profit at $15 a pack.
Not knowing what a companies overhead is makes it impossible to say whether or not there is price gouging. Again, I am not saying either way, if they are or are not gouging everyone on the price, but I am saying its not fair to accuse them without knowing all of the variables.
If you feel like its too expensive, then don't buy it. That is how capitalism works, if enough people stand their ground and don't buy at $15 a pack the price will drop. Next year when people are giving away seeds, the price will drop. No matter what your hobby, when you are an early adopter of the latest greatest thing you will always pay a premium.