Photo pricing

So I took part in Manchester Great run on 10/5, around 40 000 people runnig 10km in central Manchester. There were plenty of what I guess are pro photographers along the route taking pictures of everybody.
On moday afternoon I got email saying that there are photos of me available to purchase on the great run website. Price: 17.99 for digital download of one photo or 39.99 fo all (about 12 photos).

Straight out of camera jpg of unknown quality for 18 bloody quid. Can't even see a proper preview as the one on website is about 120x200px with big watermark X across it.

I wonder how many of those 40 000 people bought one for this price? What kind of genius priced it at that?

Greg