You're right, it is a high price for an "addon". However, it's good spent money if you can get your site in the first 2 pages on google as a result of it.
And from my own experience, I don't think vbulletin gets good ranking at all. We use to have 600 pages, mostly memberlist and other useless pages. It's just a few weeks that we are customizing the original code and optimizing it and we did go to 12000 pages in google so far. If you look around, you will find many other case studies.
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