Marketing is the process of separating a person from their money, in exchange for a good or service that they may or may not need. The less you need it, the better the marketing required to get one to buy it.
As a consumer, one tends to recognize the marketing, and build some resistance to it. And some times, you recognize you've been defeated, and tip your hat.
Hornady has a winner here. I will have to have a couple boxes of this stuff.