No shocker. Virgin was always overpriced, as has been noted... but there's a reason.

National retailers like Target and Wal-Mart, and even online retailers like Amazon and Deep Discount are no better to producers than your usual B&M stores, in fact even worse. You won't see Target or Wal-Mart tank because they don't make money selling things, they make money renting out space for product. Before anything is even taken off a shelf, they've gotten $2 a product off of you, and then they have a 100% refund policy for returns after that, so it's the RETAILER that's making the money, not the producer.

If you take a look at the discount prices, those are what the MSRPs SHOULD be. The extra money tagged on is to cover outlet, advertising and warehouse prices and go to the producer, NOT the retailer.