Overpriced memory

Curious how much an upgrade of my iMac's memory from 2x1 to 2x2 GB memory would cost I went to the online Apple store. Apple asks €140 for 2 GB of RAM. Thinking it would be a tiny bit overpriced I googled for other online stores and found out that compatible memory costs about €35 per 2 GB. Apple is only 4(!) times as expensive, but luckily delivery is free of charge if you order is over €119 ;)