Anything could be considered a normal - end user price.
I'm not sure about rental prices. But if these are the prices given, then that means both can be negotiated down (not sure how much)
Their % for the rent against their asking price is 7% pa. So that seems well calculated imo.
There's a lot of money in steel and so steelworks.com could be a great name for an end user. I think the price is reasonable-ish.