PSN users are able to customize their profile with special Avatars, which are really just images that appear next to their names. Oftentimes these Avatars are free, but sometimes players have to pay for certain ones. Usually these Avatars are just a few bucks at most, but there is one Avatar being sold on the PlayStation Store that is absurdly expensive, costing players $99.99 if they want to add it to their profile.
The Golden Prince Avatar was released on November 1, and it's from the game State of Anarchy: Master of Mayhem. State of Anarchy: Master of Mayhem itself released for the PS4 back on August 1, 2018, so it's unclear why the game is suddenly getting a super-expensive new Avatar. However, it's worth pointing out that it has some other new Avatars that were just released on the PlayStation Store besides the Golden Prince Avatar, though they are priced at a far more reasonable $0.99.
It's possible that this Golden Prince Avatar is priced so high in error, but if that were the case, one has to imagine that it would have been fixed by now. Regardless, it's worth pointing out that the game it's based on goes for just $7.99 on the PlayStation Store, so it's unclear who the target audience is for this super-expensive PlayStation Avatar.
Perhaps Sometimes You, the company selling this Avatar, is hoping that some may buy it as a gag. Otherwise, it's unclear how the company plans on getting people to purchase it, or any of the other Avatars for that matter, as State of Anarchy: Master of Mayhem is not exactly a well-known video game.
In the meantime, those who want to spice up their PSN profile with a new Avatar can do so without breaking the bank. There are a wide variety of Avatars available for a much lower price, plus free ones are given out regularly as well. Typically these Avatars are released as part of a promotional event, as was the case with the Game of Thrones Avatars and the God of War Avatars.
Sometimes these Avatars even come with free PS4 themes, giving them even more value when compared to an Avatar by itself. Considering this, it's really hard to imagine who would pay so much for what is just a simple image.
Source: PlayStation Store