I apologise if I'm being presumptuous, but since many visitors to these forums bypass the website home page I feared interested folks might overlook this announcement.

Quote Originally Posted by Weekly Update, October 1, 2010
Starting Monday, October 4 we’re having a major sale in the Online Store in the hope of clearing out some warehouse space. For a short period of time all 5th Edition titles will be on sale for a full 50% off their cover price! Act now to fill in the gaps in your collection before they’re all gone or the sale ends!
The new prices are now in effect in the Hero Games online store.