I would think that getting women to try the Martha Stewart supplements is most important at this stage of the launch. Deep discounting is a lot cheaper way to get the attention of users than TV or Print advertising until distribution is widespread. $9.99 is a terrific price and most women won't mind spending that to try a new product line. $17.49 is pretty expensive until you decide you love the product. Last week I went to Walgreens and paid $17.49 each for the 3 bottles I bought for my Wife.