That was my "WoTC are greedy fucks who thought Hearthstone wasn't a competitor just a couple years ago" reaction. Also, even if they now realize Hearthstone(and digital TCGs as a whole) is a competitor, they still haven't shown that they know the difference between digital and physical cards. Thus, I did a quick google and extrapolated Dominaria's physical 36 pack booster box price to 90 packs.
$200 is definitely DoA. Their recent economic changes and talk lead me to think the game is already DoA.