If the small store is selling them as retail for $40, and they bought them from a breeder, I'd expect that it's an OK price for hatchlings.

Ask them if they are captive HATCHED or captive bred, or wild caught. That will give some insite on their prices. WC and captive hatched will cost less than captive bred.

Of course, local markets define it as well. Someplace that doesnt have too many pet stores can get away charging more.

All in all, I wouldnt buy from petsmart, and I would rather put my money to small time hobbyists (or even big time like Ralph and NERD). Good breeders with good reputations sell quality stock at very affordable prices.