Many companies are going to a "minimum advertised price." That doesn't mean that resellers can't sell them at lower prices, they just can't advertise it. That's why they have that "add to the cart to see the price," rather than display a ridiculously high price that they won't charge anyway.
That happened when I was looking at the Fender Texas Tele pickups for my old Charvel. MF had them for $99 forever then suddenly the price jumped to $169 even though the list price remained at $189. Fender set the minimum advertised price at $169, apparently figuring they should cost as much as boutique pups.