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.
This is the best tape measure I have ever used. I'd recommend it to anyone. So many features (markings on back of tape, finger brake, magnetic hook, wire belt clip) in a case that is nearly impossible to break. It makes all others seem like toys.