Thats the MSRP set by Tunze for the US, I don't make them so I can't tell you why they cost so much. It is a BLV DE lamp and as I said I don't stock the bulb program because the US market is saturated, the exchange rate really makes it uncompetitive against asian made lamps and lamps bought from the US master distributors. FWIW, it probably is no less expensive to make a 70w lamp than a 250w lamp and outside of the lower quality lamps most european DE lamps sell for nearly that price.