Yes Neca IM and Hulk are the same size, but I don't think your taking into account the development cost. The Neca IM was probably a 3D Model, that a computer just cranked out. Hulks head was sculpted buy hand, that artist has to get paid. And while they had 3D models of Hulk, his body was also sculpt by hand, by a different artist who needs to get paid as well. Then they needed engineers to design how this body was constructed. Its essentially a plastic skeleton with ratcheting joints wrapped in a PVC skin. Everything on Hulk required a new mold. And then they gave him articulated eyes because why not?
Also theres different materials, the Neca IM is basically made of plastic, screws, wires and led lights. Hulk has plastic, screws, PVC, Fabric pants, magnets in his head and rubber bendy hands.
Then finally theres the paint which is way more complex then it seems. Neca IM pretty much just has a solid coat of whichever color they needed for each area of the figure. I think it might have some metallic highlights here and there, then the whole thing probably got a gloss coat (its really shiny) Hulk on the other hand is far more detailed than he appears, You get up close and he has fine hairs all over his legs and chest. Veins on his muscles and multi color skin tone. Then you get to his face and... I mean just look at his teeth! Its crazy! They went in and added all the grime to his teeth and skin texture, the pores of his skin.Then his eyes, his hair. its a much more intricate process.
Is Hulk over priced? Sure maybe he's 10 or 20 dollars over priced cause HT is greedy (they are greedy) I remember before price was announced, people were expecting it to be way higher, 350 was the minimum being predicted and then they come in under 300. I was stunned at the price. But theres no way they could sell this thing for $87 and make a profit.