The prices for direct sales were intentionally pushed up to pave the way for major retail distribution. Eventually, as sales and customer feedback determine the ideal price ranges per geographic area, the prices should settle into a new range.

The online prices, however, will always be higher than the prices at the retail locations going forward. If retail distributors see the products on your website(s) underselling the retail locations, they'll drop you like a bag of dirt.

As a result, they jacked the online prices up to give them plenty of upper range clearance as ideal retail pricing is determined.