well, my extra batteries for my Nokia N800 were $30ish each for OEM genuine Nokia batteries (not knock-off's) and these are the very common BP-5L LI-ON Poly batteries.
So, the $70ish for the Sony battery is close to reasonable. Perhaps some place somewhere sells them for less but until Sony drops the cost to replace the battery the $70 will remain a bargain by comparison.
The cost is simply how Sony does business. Supposedly the battery on my nx73v was not user replaceable and Sony wanted about $200 to replace it...found a new genuine Sony OEM for something like $15.
Remember Sony does almost no repair work themselves. They contract with "authorized" service centers and setup fixed fee schedules. So, basically people pay Sony a cut as well as the repair center a cut...and since everyone works on a percentage these days we get to pay a mark up on a mark up...
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