Joe: welcome to the forum. The first price ($X) is the MSRP -- Manufacturer's Suggested Retail Price. The MSRP is just that, a suggestion. A lot of major retailers of electronics -- like Best Buy and Circuit City -- will sell at the MSRP. Other's, like the on-line (mail order) stores, will sell at a discounted price from MSRP -- known as the "street" price. These street prices are usually achievable because the on-line retailers have lower overhead (no "retail" operation) and can operate over the Internet with higher volume (can sell more units).