he bought $30 worth of lobster tails and made a sausage, and he says multiple times in the video that he thinks it was too much money. but people kept requesting even stupider sausages so he just got more and more annoyed that he had spent the money, and over the years the running gag became that every time the lobster is mentioned the price goes up

Edit: also if you compare his tone in that video to one of his more recent ones you'll understand what i meant about insanity ("three mark ruffalooooos!!!")