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This is a great deal. It's even cheaper than what Costco is currently selling them for.
In the past jewelry stores sold them and do today too. But unfortunately what they don't have is the penetration. With stores like Costco and then the idea with Massdrop is to create the demand. Once the demand is there, the prices can be dropped. If the retailer can create the demand manufacturers are willing to reduce prices. This is what brick and mortar stores can't do today in the US and many European countries. In the east and middle east where brick and mortar stores are still popular, although the internet retailers are gaining ground, you will find prices much cheaper. Long story short, it's all about supply and demand!