For a multiple-choice exam, administered electronically to dozens of test-takers supervised by one proctor...is that actually reasonable? Plus they charge you $15 extra if you want more than 4 scores. Most students apply to more than 4 colleges. Are they physically mailing scores to these institutions?
For a mostly-electronic process (other than the essay grading) $65 sounds like a lot. $40 for the non-essay option sounds even more crazy.
I'm sure it's not trivial to make multiple versions of the same test every year where the scores are all comparable with each other. then you have to distribute the materials while minimizing the chance that they leak and people come in with the answers memorized.
the college board itself makes about 15% profit each year. definitely a lot better than some market segments, but hardly exorbitant. I guess they might find some ways of trimming the fat if they had more competition, but who knows. more competitors means fewer test-takers to amortize the test design costs over.