None of my cleaning kits I bought for my guns cost $40.
I think the most expensive one I have ever bought was a Winchester brand "all caliber" kit that came in a wooden box with brass hinges and a brass clasp. That cost all of $30 I think.
Aside from that I just buy bits and pieces as I need them ie. bore brushes, patches etc.
I only buy kits with aluminum or brass cleaning rods. Steel rods are stronger and stiffer than aluminum or brass but also run a higher risk of damaging the bore/crown/any other part they may contact with. I don't use them (so obviously I don't use the GI kits although I think I have a half dozen of them somewhere).
This is who we are, what we do.