Did you hear that K&L blew out their 42% inventory at $5 a bottle, just to mock the people who were calling it a collectors edition?
"Did you hear" is the key component to that sentence. Those guys over there are brilliant at low cost, low scale marketing. IIRC, they even established a limit of bottles per customer to make sure that they got lots of people through the door.
“I tell you, we are here on Earth to fart around, and don't let anybody tell you different.”
― Kurt Vonnegut