If that is an adult bird, $40 is a fair price. Look at the cost of incubation, maintaining the breeder flock, and the cost of feed to raise a chick up.
You can start with a trio of birds $40 each ($120 total) and hatch eggs and have a show flock of 300 birds by the end of the first year.
If you want purebreds, don't cheap out on your initial breeding stock. If you buy a box of chicks from a hatchery, you will never get anything but hatchery quality from them and you will never end up with the same spectacular birds you saw at the show.
$40 is no longer a lot of money. You can't take your family out to the movies for less than that and you will enjoy that chicken for years instead of for 2 hours. Heck, I can go to the grocery store and buy stuff for a green salad and it doesn't fill a whole shopping bag and costs $40. For $40, I'd rather have that exhibition quality chicken.