Twenty bucks for a top quality batter head (14 inch snare) would b great. BTW -- on my last tour to Taiwan I tried some of their locally produced heads. The quality of these heads is as good or better than USA-made Remo or Evans heads. I now purchase Taiwan-made heads from the Alibaba website.
Are you based in the con-U.S.?
The reason I ask is that I don't see any really unreasonable pricing/gouging going on in the head market, and I'm not paying near that price for a 14" batter head. Let me provide an example here...
In 1985 I bought a single 14" coated Ambassador head for $5.63; adjusted for inflation that would be about $13.43 in today's dollars. At the start of 2019 I bought some heads from Cascio-Interstate Music and paid $15.48 for the same type of head. There is about a 15% difference in the two prices but of course it doesn't account for any of the "real" economic impacts for the cost of raw goods, labor, marketing, shipping etc...
Another example from 1985, I bought the following Remo drumheads from Guitar Center: (2)-13" & (2)-16" Pinstripes, and (1)-12"; (1)-13"; (1)-14"; (1)-16" Ambassadors for $56.50. In today's dollars that would be $134.82. Purchased today, from Cascio-Interstate Music, those heads would cost $138.94 - difference of about 4%. Nowadays I would make the purchase during the holidays to take advantage of the 15-20% off sales, which would put that price in that $120 neighborhood....
So I hope you can see why I say you're not getting "raped" by either the manufacturer or the retailer but actually are feeling the effects of inflation and the erosion of buying power.