Exactly.
By our standards it's not. But apparently to the locals, it's not bad at all.

When my brother came over for lunch that day, he also brought along his business partner. They wanted to eat lunch together so we could catch up on life (I used to work with his business partner years ago with I was with Domino's). They both said that the lunch menu really wasn't that far off from other local restaurants. So while I am not used to paying $35 for my lunch, they are. When they saw the $14 cheeseburger on the menu, they said, "huh, that's pretty typical around here."
Oh and that $18.99 for the refillable mug? At the Grand Opening, that a friend of mine who is on the Mom's Panel attended - those same mugs were $32.99. Disney wasn't moving them (now there's a surprise) so they brought the price down.
I haven't finished doing the financial report on the trip yet - actually, I haven't started yet. A few other things jumped ahead of that little project in line - so I don't know definitively what I spent yet on food. But I will say that I ate at each of the restaurants on property, as well as other places off property while out and about, and yes, what I was seeing at the resort was expensive, but as my bro and his buddy said - fairly comparable. A tad higher, but not by a lot. Oh and that buffet at the Makahiki at the resort - phenomenal. I gave it a great big

(and yes, that is the thumb).