59$?Wraith Max for sale!
http://www.tomshardware.com/news/amd-ryzen-wraith-max-cooler,35098.html
It seems expensive.
Manufacturing cost including packaging, shipping is 15$, for AMD. Not bad margin.
For anything AM4 I will always use Noctua NH-U12S CPU cooler. 10$ more, and much better cooler(one of best in the industry actually...).