Seems to be the going rate of webcasts in the league these days, unfortunately.
My cut-off price is £10, perhaps £12 if it was a game I really didn't want to miss. This meant the last season we played I watched the least amount of away games for quite a few years (probably bought 1 or 2 instead of every game).
I just can't justify to myself paying close to walk-up prices to watch a game online. I understand it's not bad value if it's a few people watching together, but for those who watch alone it's not imo.