The reason that it is so expensive is that HarperCollins think Tolkien fans will ridiculous prices for anything (and they are half right). They will sell a few at this price and then gradually discount, I would have thought. Without meaning any disrespect to the designer, this is really just more pointless Tolkien-related tat (probably not as bad as the kinds of "polystone" tat from Sideshow WETA, but still just tat). Last time I looked, Tolkien wrote books....
I agree on this item, I would not buy this for £9.99 let only £99.
There is an advert to try and convince you to part with your money, completely failed on me, but it does contain the excellent Rob Inglis's narration of the poem. If you don't already own Rob's unabridged reading of the Lord of the Rings, then I really recommend it and it is much cheaper than this poster.