Quite the difference - new tires

I did not catch what the original tires were on the Highlander but they were mostly worn out at 30K - probably rated for 40K. The new ones are rated for 70K miles, are true all-weather (with a very aggressive tread pattern) and are whisper quiet - a lot less road noise than the original equipment. I know that manufactures have to constrain costs when bringing a product to market but it makes me wonder just how much those tires cost. The dealership quoted me about the same money for a direct replacement as Costco charged me for a significant upgrade.