Yeah when i did my house i was quoted $100-200 a drop and that was years ago. I bought materials for 20 drops for about 1k (cables, keystones, plates, cable tester, ethernet cutter, puncher, drywall knife, flex drill bit, wall fishing tape, network switch, and a bunch of other stuff im probably forgetting). It took me 1 hour per drop on average. Some were easy, some were a pain in the ass. Now you can save on materials slightly by doing 1 drop per room whereas i did individual drops for each jack (because i wanted full bandwidth on each line), but either way it is going to end up more costly than an access point or mesh system unless you’re just running one line within the same room.
Definitely worth it if you care about the speed or reliability of your connection but i think for most people these days it’s probably overkill.
If you do go wiring everything then now you’re mostly already set up to do some Power-over-Ethernet (PoE) devices for cameras, access points etc. And next thing you know you’re an amateur home networker!
It’s all intentional to get you to walk around the store more so you make more impulse buys. Same reason stores will reorganize things from time to time