Actually, If you're looking on Amazon it's that price, however directly from their website, it's almost 4$ cheaper.True sir, G.W paint is€3:30 for 12ml, and Army Painter is€2:50 for 18ml.
If you're looking for some inexpensive paints to at least try, Amazon offers a starter set that's about 22$ that will get you 8* paints along with a wash. It also comes with an "Insane detail" brush, which is the name of it. It's a good brush for highlighting. I have used them a lot more since I posted this and have had some good results.
I am painting Word Bearer Chaos Marines and after priming with spray paint from the local hardware store, I base paint with the "Dragon Red" as well as the flesh tone, black, silver, ect. I then wash over the entire model using a larger brush with the "Strong wash" which gives it a nice dark color, but not too dark. The Mega set 2 comes with all 40+ paints and 3 washes and 7 inks as well as the 3 best modeling brushes. The inks are used for individual color washing, but again, you can use the "Dark Wash", "Strong Wash", and "Soft Wash" based on your preference. Just depends on how dark you want the shadows to be. I will post a picture of one of my rough figures. I haven't finished any as I am doing bulk painting, and by no means am I a professional or really very good. However, with these paints/inks/washes I am doing a lot better than I would be with Acrylics which is what I used to use to save money!
Don't get me wrong, it's not that I don't like Citadel paints, but I don't like paying the 40 something dollars for the set of basecoats which really only have like 6 paints. Then pay 6-7$ for each paint/wash after that. I also don't like having to match basecoats to washes then to layers. Based on the "How to Paint Citadel Miniatures" book, one unit requires 5-7 paints EACH! That can get pretty damn expensive.
It's definitely worth the 22$ to try out a set of their paints. So, I would recommend it!
(*is an approximation. I can't remember the specific amount.)