Expensive is a relative term.
The IEEE 1394 Trade Association charges a $0.25 per end-user system fee split between all patent owners (including Sony and Apple).
This compared to Intel's $1500—2500 flat fee for USB 2.0.
Even today, Firewire is dubbed by most PC makers a "premium" port. For reference, Dell charges $30 for a Firewire card add-on on most of its BTO systems that don't already include the port. HP only includes it on its more expensive systems (those generally with recording capabilities).
Sony ships it on everything, but charges an overall premium for their systems. I'm not sure about Gateway.
Once you've paid that $2000ish to get a Vendor ID, you can implement it on as many units as you want. If you are a manufacturer whose product lines' combined sales add up to, say, 500,000 units, then you still pay the same single $2000 fee. (If you also want permission to use the USB 2.0 logo on your products, it looks as though you'd have to keep on paying a minimum of $2000ish every two years.)
On the other hand, if a particular vendor already has a Vendor ID, and they have a few spare Product ID codes that they want to sell out, you could probably get some products to market that way. For example, that's how FTDI's turnkey USB interface products work - they will issue a block of up to 8 Product IDs (each of which could be used to support a full product line) free of charge, provided you only ever use those product IDs in conjunction with FTDI's Vendor ID, which they maintain control of.
If you use firewire in your products instead, and move the same 500,000 units, then you'll be paying $125,000 in firewire license fees.
When you compare $125,000 versus $2000 (or free), firewire's status as a relatively more expensive technology is justified. Don't forget, because Apple doesn't own
all of the patents on firewire, they are also required to pay the same $0.25 royalty as everybody else to put firewire ports on their products. Albeit, they, like Sony, will eventually get a percentage of those fees paid back to them.