mondocomputerman is quite right, hearing aid dispensers charge quite a lot more for hearing aids than they cost to make. However, I've been told that 1) they sell few enough instruments that they need the markup to make a living, and 2) there is a lot of followup and adjustment that they don't charge for at the time - you pay up front, in the original cost.
I've worn hearing aids since 1973. Lost my hearing to disease, not to loud noises. I've had Beltone, Siemens, and Starkey instruments. The Starkey with the K-amp circuit is the best I've had - less distortion, better filtering / compression than the old linear circiuts had. I have been told not to get too much into brand loyalty - the best company now may be one of the worst a few years ago, and vice versa. The compression and filtering is very important - loud restaurants with clashing dishes, or outside in the wind, can be killers.
Mine is old technology, from 1997. Things have progressed quite a lot since then, but when I tried (they will let you do this with a behind-the-ear aid, not an in-the-ear or in-the-canal, for which they have to make a mold) a modern all-digital aid, it just did not sound enough better for me to spend the money at that point. I will be upgrading when it is time though... waiting until "they perfect them" -- just like color TV.
Having a good audiologist, who knows what instruments are available and is interested in fitting you with the right instrument, is crucial. Hard to know a "good" one, but it he or she is well-established, that can be a tip. Referrals from friends can be valuable.
BTW I hope your family has a sense of humor. My wife calls me the Auditory Mr. Magoo (if you don't recognize the comic, web-search it, it is funny). She asks me, "Did you feed the cat?" and I tell her, "Sure, I've got my hat." When you start answering questions that no one asked, it might be time for a hearing aid. Or, when people accuse you of ignoring them, or "selective hearing", it might be time. - Ok - just read the rest of the thread - good you and your wife can laugh about it, that's a blessing.
Anyway, hang in there. No hearing aid will replace your hearing, but they can help a lot, and enrich your life. And - plugs + muffs at the range, and leave the aid in the car.
Regards,
Andrew