Yes, $36 is high for a tee shirt. I felt conflicted about the purchase for several weeks due to the cost.
But it is, at most, $10-$12 more than other ultralight synthetic tees. Ultralight tees from Golite, Rab, etc. are in the $25-35 range with shipping.
I've worn the same Coolmax tee for all of my running and hiking since 1995. And I run four days a week and hike frequently. That beloved shirt is now in tatters. I get funny looks. So, I think I've been pretty frugal in the tee shirt department, and I feel that I can justify an extra $10 for this shirt.
Note: proceed with caution if you find yourself telling a story that sounds like the above paragraph. If, like me, you're an unfortunate combination of persuasive and gullible, you might find that, with a simple narrative like this, you can accidentally cajole yourself into blowing a lot of money on all kinds of new backpacking gear.
(edited to incorporate a sober warning)