Oh yeah...$100. I'm sure if you shop around you can get them cheaper. I picked up the Barry Sanders full sized last year thru NFL.com. I only did that because I got a $100 GC for NFL.com for buying a samsung tv. It's still rolled up in the box it came in.....I remember answering the door and the UPS guy telling me "Dude, You got a FATHEAD!!!"Wow, those things are $100 a pop?? I can't imagine anyone outside of a teenager living at home buying those, unless you have a nice basement or own a bar or something. Limited customer base I would think. I know if I brought one home my wife would laugh me out of the house.