I agree on the roller fairlead, less strain on your cable, especially for plowing.
I don't think you got ripped off at all. Could be like my dealer, sells everything at list price. I'm not sure how other places are, but an oil filter for my quad is like 13 bucks. I'd try other places, but the nearest Suzuki dealer is about an hour away. My winch (2.5ci Warn), fairlead, and bracket was over 500 bucks. You're gonna end up paying under 200 for it all.