At our club its £240 for a full season membership. This means zero match fees and includes an item of kit whether that be whites or training top. Over the course of a season, if you play 15 games (usually we play 18), but miss a couple then it provides value overall. I love playing for the club, so money would never put me off, but I can see how a large number like that would deter new members, and as a sport we are really not in the position to be pushing new members away.
I should also add that there are other tiers of membership where you can pay £100 and £10 per game if you think you could only play a few times a year.
I do think it is expensive, but I wouldn't want to play anywhere else.