What Idiot Thought of This?

I'm not talking about the story here, there is enough talk about that elsewhere and since I haven't (and probably won't) read it I won't talk about it. Yet I would like to know who on Earth thought it was a good idea to highlight that a single issue of a comic was "Still only 399 cents!"

Is that really something you want to highlight? I know comic prices have gone up. Yet dang I dont think single issues have gone up to the point where $3.99 for a single issue comic was a bargain. Heck I can got down to any book store and pick up a Marvel Digest, 5 to 6 issues worth, for a little under $8.