We want to pass on our savings to our customers, so we've lowered the price of this item. However, since our price is now below the manufacturer's suggested retail price, we are restricted by the manufacturer from showing the price right away.
The downside to this collection of router bits is that it can be difficult to get the bit out of the hole that they are positioned in. Make sure you use leverage and gloves when removing them. I cut the snot out of a finger when I was trying to pull a bit out of the box. Dumb mistake. I know better, but didn't think that they could be seated that tight in the box.