The kind of bulb you buy at the hardware store is a Halogen bulb, yes it has the same form factor (double ended) but it is a totally different lighting technology. The kind of color temperature you will want for your tank is around 6500k - 10,000k (kelvin= visual representation of light color, the lower the k, the more red the light appears, higher = bluer). Halogen bulbs are around 4000-5000k.
So...
The type of double ended bulbs they sell for aquariums are HID (high intensity discharge) that requre a special ballast to drive the bulbs. This, and the fact that they produce a usable color spectrum are the reasons for the price *surcharge*.
I had great difficulty justifying a 130 dollar ballast with 70 dollar bulbs, until I tried growing corals under a Mercury vapor bulb....LoL.