I can confirm that it's a permanent price re-positioning that started the first of this year and has been rolling out, market by market, depending on existing deals and inventories. They lowered the price for the most basic of reasons, to increase sales. They recognize it is a difficult product for many people to understand so they think a $30 vs $40 price point will help gain trial and get more people to make the leap. This is not my conjecture, this is the word from Heaven Hill. I do think it's a good idea and $30 is probably the right price for what it is. I like Bernheim and know I'll buy it more frequently at that price.