Blizzard spoke to Eurogamer about the $60 price for the instant lvl 90 boost. Ion Hazzikostas had the following to say:
Quote from: Blizzard
We realised as soon as we came out with Warlords of Draenor boost to 90, we knew that there was going to be demand for more than 1. It’s tremendously awkward to tell someone that you should buy two copies of the expansion just to get a second 90. That’s odd. So we knew at that point we were going to have to offer it as a separate service. In terms of the pricing, honestly a big part of that is not wanting to devalue the accomplishment of leveling. If our goal here was to sell as many boosts as possible, we could halve the price or more than that – make it $10 or something. And then hardly anyone would ever level a character again. But leveling is something that takes dozens if not over 100 hours in many cases and people have put serious time and effort into that, and we don’t want to diminish that. I am not an economist, I’m not the one setting the dollar value myself, but it’s not the profit maximizing price. That was not our aim here. The intent here isn’t to create a world where no-one levels. It’s just to allow people who want to purchase additional level 90s, maybe they want a second or third alt and they don’t have time to level it themselves because they have a family or etc – it’s to allow them to do that.
If you haven’t yet seen it, check out Mezzy’s editorial on why $60 is a perfectly acceptable price for the instant lvl 90 boost.