I also expect that when these sets arrive at Sam's Club, the price will be considerably less.
For example, Timeless lists Wagon Train S1 for $79.98. Sam's sold it for $39.88. Also, the two Tales of Wells Fargo sets have the same number of DVDs and the same price as The Virginian -- $69.98. Sam's sells those for $29.97.
Those were my thoughts as well initially, but as I quoted above from Tim the Timeless prices do tend to get pretty heavily discounted later. For example, Amazon had Wagon Train Season 1 on preorder during the period of time it was exclusive to Sam's Club for around $72 with a list price of $80, and now that it is available by them (Amazon) it has been reduced to $47. So I wouldn't put much stock in the early Amazon pricing of this. I'm hoping Tim is right and it ends up around $30 for each half of season 1 shortly after release.