I studied this in this semester's Economic class. Because of the principle, demand for something will increase if prices get lower since it'll fit people's budgets more.
99 cents is more reasonable but personally i feel they will not profit more by lowering the price. If the majority of the fans are already willing to purchase these outfits at the given prices, (heck some even go all out with those season passes) there isn't much gain for them to do so. While I agree these costumes are pricey (and kinda lame sometimes), I gotta admit TN's got a good business model here.
^But that has more to do with the actual content itself imo, not necessarily the price. Personally, I didn't download a couple of the costume catalogs since I just was lazy or I didn't care for the costumes. Also with the concept of supply and demand, TN is going to be catering to the Asian market the most since that is their primary market.
Yeah, Asian market buys their DLC like hotcakes which is why they adapted this copy paste model to capitalize and get more money from it. And I'm the same way too, I don't download catalogs for outfits I won't get, case in point the SK mash up pack and flower bikini DLC.