Alton Towers - Why is everything so expensive?

Another trip to Alton Towers and this time I'm moaning about the price of the after photo rides. £8 for a simple photo or have a deal and get a £12 saving and get several photos for only £25. Yes only £25.
We noticed that you can download your photos for only £2. Perfect, I'd pay that. Oh no, you need to buy a £8 photo to qualify for the cheap download. I didn't see any photos being sold all day long. Crazy business model. If you could get a £2 download I would have bought loads, maybe 1 for every ride. But I'm not paying £8 as a minimum.

We looked at sweatshirts £23, baseball caps £8.  Don't get me started on the drinks prices!
End of rant.