Price was online. Holding the significant others' apple Itouch while shopping, I brought up the price at prestige camera at $303. They wouldn't match it because it wasn't local. I was able to haggle the price down to $350 and basically got the camera, 2GB SD Ultra II, and taxes for $400 even. So far I like it. I can sit on the couch, 15' away from the tank and take pics as though I was right there not sitting on my lazy arse.