Why does a Rune page cost more than a champ when you can play every champ in the game with 2 pages?
Riot have said that Runes are a flawed system that doesn't encourage creativity as much as they would like, but honest to God I don't know how you could expect anything else when Runes are so goddamn expensive that players are using the same three Rune pages to play every champion in the game.
If you go to http://champion.gg and look up basically any champion's most frequent Rune page, it is almost certainly going to be one of these three.
(You'll find the same results on http://op.gg/champion/statistics and http://www.leagueofgraphs.com but the Runes are more clear cut on champion.gg)
If the champion is AD, they will either have:
9 Marks of Attack Damage 9 Seals of Armor 9 Seals of Magic Resist 3 Quints of Attack Damage
...or the same page with 3 Quints of Attack Speed instead.
If the champion is AP, you can be nigh on certain that they have:
9 Marks of Magic Penetration 9 Seals of Armor 9 Seals of Magic Resist 3 Quints of Ability Power
So basically you can play every champion in the game with these two pages:
9 Marks of Attack Damage 9 Seals of Armor 9 Seals of Magic Resist 1-2 Quints of Attack Damage 1-2 Quints of Attack Speed
9 Marks of Magic Penetration 9 Seals of Armor 9 Seals of Magic Resist 3 Quints of Ability Power
...and when a blank Rune page costs just as much as the most expensive champions, and the Runes to go on it only add to the cost, why spend the time and currency to make new pages unless you've already bought every champion that you've had any interest in playing some day? Or have bought all the champions that are worth buying so you can trade in Drafts? Or any champion that you would buy for any stupid reason, just because its more worthwhile than a Rune page that only fits one or two champions?
All I can say is if Riot wants any sort of creativity in their Rune pages, they need to make them cost less, and probably buff the overall amount of IP earned by playing in general, because holy crap, unless you've been playing League every day for several months you're not going to want to spend your IP on anything but general rune pages.
I'd also like to plug my idea for receiving the two Rune pages above as free, fixed, default Rune pages at level 30 so that new players have a reliable set of Runes to use once they enter Ranked, and so more involved players can use their two Rune pages to create specialized Rune pages for the champions they play the most.