i don't think they posted a price, did they? besides, you have to try to guesstimate the revenue EI gets from selling an urn to a distributor, which would be much less than retail.
this would imply that EI sells an urn for much less than $450, your guess is as good as mine, but I'd say EI sells an urn for $300.
"Sometimes I lie awake at night, and I ask, 'Where have I gone wrong?' Then a voice says to me, 'This is going to take more than one night.'." Charlie Brown.