Something to remember, a LFS can probably buy brown wild colonies all day long and sell them for nothing, though they will probably end up "paying" someone to take them off their hands. ORA corals are premium-color easy-to-keep corals and do cost quite a bit of money just to get in the store, which they then need to mark up to cover shipping, tank upkeep, paying employee's, bills, etc.
You local 'club member' chops off a bit to get some extra beer money; or at least I do. The only highway robbery out there is buying corals online, since it kills the good B&M stores.
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Interestingly, I had a red planet under some homemade LED's, and it never colored up or grew, though plenty of others did. 150w pheonix 14k's however, are producing vivid color and amazing growth. I stuck it to my overflow, so I cannot wait to see it when it gets bigger.