They jump the prices each year, and they are getting quite ridiculous, but the site always has the bows way overpriced so when you go to the dealer and see $739 you feel like youre getting a deal. All part of a scheme to sell bows. I would almost go out on a limb and say you'll never see it in a shop with a $899 price tag, but I know that the word never can get you into lots of crap.