I was so hoping the price on EL products would drop after the initial spurt of interest, but that hasn't happened to the degree I'd like. The prices at that shop are just unreasonable for anything other than small scale projects or modeling.
While cheap EL sheets still evade me, I did find that a few stores on Ebay are selling off their stock of EL tape for six to ten bucks a package. They're mostly pre-packaged items for computer mods, but with a little electronics and soldering know-how anyone should be able to source the power from things other than a molex connector.