Apple's rediculous memory prices

Do you see the outrageous prices that Apple charges for memory upgrades? When I was purchasing a Macbook Pro, the price to upgrade from 2 gigabytes to 4 gigabytes of ram costs and unworldly $700! The same 4 gigabytes of memory was selling for only $129 on www.crucial.com, and even less if you do a little more searching or even cheaper on eBay! Is there something special about memory from Apple? It must be blessed by Steve Jobs to cost that much!