The Cell Phone Case Racket

I have never liked the idea of protective cases or covers (except for cars and that's only when not in use) but for a small, fumble-able phone that acts like and costs as much as a cheap computer; these cases are a widely-accepted necessity. More like a necessary evil but most people bought into the craze and now celebrate them as decoration. Why? What good is a thin, clean design if it's covered up with a fat and ugly case?

And why is a simple plastic case $30? Or rubber or silicon or a mix for $40? This is a racket! It was a $2.1 billion industry in 2009.

I'd rather my phone go naked but just in case...

I found a website called Monoprice where cases cost about what one would expect- $3 for a basic rubber and plastic and $7 for a leather wallet type. Monoprice is known for affordable cables and good $10 headphones.

Why and how do they sell products closer to cost?