If the new player is a school child then sure 20 is a lot
Anyone with an actual income can afford that though
When you're an adult, living on your own, paying all your own bills, saving appropriately, etc. you'd be surprised how fast an "actual income" evaporates. You'll also remember we were talking about spending about $20 on four cards, and when just trying the Pokémon TCG. You're right that some folks can blow $20 USD and a night off on Pokémon without a problem. Some can't. The kooky thing is that sometimes? The ones who can't have plenty of money, they just can't justify taking the time away from family or work or other responsibilities. $20 might be the entire family's entertainment budget for the week or even the month, and I'm not talking about a "poor" family. The money for something extraneous like the Pokémon TCG just might not be there.
Now... if you're already a top player, then a $20 investment is pretty minor. Same if you not only make good money but have enough free time to enjoy it, the whole family wants to try Pokémon, etc.