I've been to shops where the average going rate for a run of the mill tankbred gold ocellatus was $34. Each.
Any retail shop can raise the price on a fish to whatever they want based on local availablilty, rarity, demand, etc. Some shop owners just have big brass ones and will demand anything the want for whatever's in the tank.
M. aurora, though charming, aren't very high demand. They were more popular back in the day having, not so much now having the reputation of being a more laid-back mbuna. Comparible to M. socolofi IMO (which are really a bit more scrappy than they're made out to be).
If you look well enough you can find wild P. aurora with locale for under $20 each.
There's a seller on Aquabid who sells some from Mozambique occasionaly. Keep your eyes peeled.