New hard tops will always be pricey. The shipping alone can make you gasp. And this is a part that can be cleaned and repainted. Used is not a bad idea (but don't tell my boss I said that).
Soft tops - make sure to check out Pavement Ends. It's a sister company of Bestop, so they can use the same patents for the belt rail and headers. It's basically going to be thinner fabric and slightly thinner window vinyl. But otherwise, very close to Bestop Supertop.
Bestop is offering a $100 off rebate until the end of the year - combine that with a good retailer sale, and you might get a really good price point.
Oh, and I've heard vague rumors that there are other companies that make soft tops too.