Over $100 per pound seems a tad expensive for a commercial dye, but, who knows? Maybe there'll be a market for it right there next to Belgian endives.
Witlof is truly a tremendous vegetable. Although cleaning it up and wrapping it in ham (then covered over with eggs and Edam cheese) can be a delightful experience (after about 45 minutes in the oven), the best way is to take the ears apart, leaf by leaf, stash them into a plastic bag in your refrigerator, then, each day, take out a few to toss in a salad.
Your basic $4.99 per pound veggie turns quickly into a condiment of exquisite power and bouquet, and when thought of in that manner, it's quite inexpensive!