It is. They tend to hide this until the hard sell, but here's a little bit of info that I could find: https://www.bootshearingcare.com/hearing-aids/hearing-aid-prices/

There's more info that's only revealed after your second hearing test, when they put the "platinum plus" software driven device on your ears, then reveal the pricing in a handily confusing leaflet. It's similar at Specsavers where I went after, thinking "is this real? Surely they're not all like this"