Earlier quoted context omitted.
Define "too expensive". Is $20 really too much? https://www.adafruit.com/product/4687 The larger the display, the more expensive it is, but that's not unusual, and LCDs aren't much different in price until you start to get to really large e-ink panels. (Given the depth of the LCD market, I'm sure you can find unusually cheap panels somewhere... the point remains. The prices aren't that bad these days for e-ink.)
For that size screen, yes. I think roughly $1-3/screen for that size is good. That’s what a small OLED screen will run you at any kind of volume. For $20 I would want something on the order of 6x8”. For $35 a 20” diagonal panel. Granted you linked to Adafruit which is wonderful for their educational resources and easy to use high quality components, but that’s not where I would source parts for a project unless they…
I think of it more as a hobby screen kit. The $20 dollar one is on a custom board that interfaces with adafruits existing kits (Raspberry pi or "StemmaQT interfaces). They even supply "Circuit python" libraries to drive the thing, which is a their value add.
If you were mass manufacturing a screen for your custom board you'd order the part direct, but for a quick hobby project screen its not completely crazy.
Having worked for a company that had custom electronics hardware built with components, certainly we ordered direct from Chinese suppliers, it was much cheaper (with the associated lead times).