I don't know where you are shopping, but I rarely pay more than $20 for a movie, and my current average is a lot lower. It just seems like they cost a lot more because DVDs are so damn cheap now. Back in the day, new release DVDs cost $25 too, and VHS cost even more. As it goes more mainstream, prices will come down, but there are already a ton of titles out there as well as sales, that I can't see anyone complaining about pricing (except for some brand new titles).
I just picked up 5 movies for $28 at the Hollywood Video used BD sale. Amazon has a couple dozen under $10 right now. Walmart has a selection of catalog titles for $9.99 EVERY MONTH. Target had a coupon during the holidays for $5 off all BDs, even sale prices.
The manufacturing costs are the same, but there aren't as many sites doing it yet, so the production levels are still lower than DVD, which means higher cost per unit to produce. When they switch over to higher BD production than DVD, then the prices will come down to "normal" DVD prices. These companies are in business to make money, not to make you happy.