I know a bit about getting books printed from my pen & paper days. Basically, what they suffer from most is the low number of expected books to print - books get cheaper (per book) as the print run increases. You're looking at <1000 books printed in total at the moment, judging from the number of backers. And the author doesn't seem to have done their homework in regards to getting things printed, as their prices seem to indicate that they went to a "professional" printer, which probably had a laughing fit after hearing the number.
Even if they want to go through the hassle of getting an ISBN to get the book into regular sales channels (which also costs money), I find the pricing downright ridiculous. (And that's coming from a guy who used to shell out 40+€ for a B/W rulebook with less than 300 pages.) 90€/115$ for a hardcover book?
Compare with this, resoundingly successful, Kickstarter project here:
30$ got you a neatly printed hardcover book and included US shipping. The actual PDF is free (seriously, you can get it here
if you are of the pen & paper RPG persuasion), and Evil Hat got the thing into regular distribution channels as well (and let's face it, this is about as niche as a product can get...).
I guess they should consider going Print-on-Demand, then again, the KS is well on it's way by the grace of having reeled in a couple of "whales".