I think it's like the Jetsons! They have a new marketing campaign to make money off of. Obviously, the household products company are paying for this. And when you order this way, you obviously don't care the price. It's for those wealthy enough not to pinch pennies. Although I'd think that they'd still have to keep prices within market norms or they'll cut off the other customers that will check the prices. Quite brilliant, IMO.