I don't think anyone is under any illusion that it is. I suspect that the clubs see it mainly as a good payday but also as an opportunity to get people watching rugby regularly who otherwise wouldn't.
What prices are you looking at? I just Googled tickets for today's game to see how much they were and they were available on Groupon for £13 for adults and £5 for children. Seems fairly reasonable to me. http://www.groupon.co.uk/deals/london/gl-saracens-1/30209731