$10 a mini is pretty much standard.
Maybe the bones range from Reaper will be cheaper, but that's about it.
$10 a piece is certainly NOT standard!
Reaper sells the medium-sized humanoid Bones for about $3 each. Soda Pop selling single, unpainted minis for $10-11 a piece today is just a money grab - their sets of 4 pre-painted iconics have a retail of $40, per Miniature Market (who is pre-selling those for $30-ish).
I'm very disappointed Paizo went with these guys and not Wizkids...
Speaking of Wizkids, they have unpainted lines for DnD 5 and Pathfinder as well. They offer, on average, 2 medium-sized, unpainted minis for $4 retail.