How much of that difference in price do you think is directly attributable to Yamaha charging extra for something with their name on it? Yamaha doesn't make their own gear lube, or oil, or what have you; it's made by one of the major petroleum manufacturers, either to specs from Yamaha or Yamaha buys it in bulk and adds whatever additives they want. At one time their engine oil was made by Torco, a Canadian company, for Canadian Yamaha; I've read that it was also made by Citgo at one point for the US Yamaha market. Either way, they purchase it in bulk, and then tack on the standard name brand parts markup. Harley does the same thing with their "specially blended just for Harley" oil.
I'm sure that, in addition to the profit motive, one big reason that Yamaha recommends their own oil is because that's the oil that was used in the development process, and they want to stick with a known entity. If they tell you to use their oil, they know it's been tested in their product, and that it doesn't produce any undesirable side effects in the bike. That doesn't mean that no other oil is acceptable, or that their oil is "better", but it does free Yamaha from having to test every other gear oil.
I'd definitely be curious about what sort of Unobtanium compound Yamaha specs for their gear oil that makes it cost $21.99 for a quart as opposed to, say, MasterPro GL5 80W-90 hypoid gear oil for $7.99 a quart.