I suspect the inflated price is so they can regularly offer discount coupons of 40 to 50% off. Those coupons just bring the product down to a "normal" price and you are SOL if you don't have a coupon. A big reason I don't regularly shop places that make it common practice to hand out a 40 - 50% off coupon on any non sale item. They try to trick you into thinking you are getting some great bargain when in reality you are not. I figured out that scam a long time ago and don't like being played for a fool just because I don't subscribe to their mailing list or download it from their website.