That's one dollar more than it is on iTunes or Amazon, but that's basically the going rate. It costs so much because it's a limited time "preview," once the DVD/Blu-ray hits the market in October, the rental prices will drop.
Not really it is being released differently than most movies. The theatrical release is in October but will only be one night and it will be lived streamed so that you can watch the movie and then get a chance to listen to Kevin Smith, director, talk about the film. it will also cost more in the theater as well. Redstate.