Why are beginner lighting kits so bad?

I was on ebay again today (guilty : ( ) looking to get a bargain (fat chance) on some more lighting gear. Once again the prices are a shock. As expensive as the shops in most cases and then the double whammy of postage with their profit already built in. £9 postage on a £3 brolly? I don't think so. I thought it might be cheaper to get a kit instead but look at the prices they are going for! £200 -300 for a kit whose specifications are a sign they are just to catch the gullible. Who on earth can use a 45W flash- bounced at that? Most pros I know use a minimum of 2 300W and a 600W.