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If you are interested in the larger kind of ship model representing a capital ship there are several good ranges on the market that can be used with nearly any ruleset.

http://studiobergstrom.com/index.php?categoryID=87
http://z4miniatures.blogspot.co.uk/2007/12/online-shop.html
http://www.vbamgames.com/
http://www.ninjamagic.com/
http://www.ravenstarstudios.com/catalog.html (They also produce the Cold Navy range which are well worth a look. The website is difficult to navigate and he also has a blog showing some of the ranges. http://ravenstarstudios.blogspot.co.uk/)

I don't want to put people off Star Wars nor I think could I given the strengths of the game however it is always worth knowing about alternative wargaming stuff.

There is no doubt a pricing method that takes into account the costs for making and marketing a starter set, add-on sets, and so on. The licence cannot be cheap either.

They have to enable retailers to make a reasonable profit from selling a box, or no-one will carry it.

They also try to keep the price low enough to maximise sales of the starter in order to get people into the game system.

The obvious advantages of having the whole starter set and collecting both sides is that you can play proper games with friends who don't have anything and you can combine your models with friends who do have their own ones to play much larger scenarios.

It doesn't seem like an outrageously expensive game anyway, compared with obvious dig at GW pricing. I think you will probably want to use squadrons of two to six ships per player in Armada for the most fun. The Star Destroyer if powerful enough may be enjoyable to play by itself.