If you break it down on a single night basis, HHN runs around $9+ per house for Express, bit more on busier nights. Can't call this "idiocy" when Universal had to double or triple its Express queue capacity this year.
Long lines are the #1 complaints among theme park guests. I can see an "in for a penny, in for a pound" mentality among casual guests--Mouse robbing you anyway, what's an extra $80 for a family of four who can afford WDW at that point?