yes like stated thats wholesale. many times you can add 30% or so to cover shipping charges when purchased from wholesaler. Like stated some (like Quality Marina) have $1,000+ min order plus charge box fees, heat pack fees and the list goes on.
some wholesalers will put fish on sale thus purples can go in the $40-50 area however like stated shipping/fees are additional. They also do not usually have much warranty, many times they will not cover a dead fish even if it arrives that way unless 20+% of the fish die.
yea crazy what some places can get away with charging for those rare fish as well as the variation between prices on normal fish. Most of what I saw price wise from this wholesaler (SunPet) I wasn't to impressed with in the cost department.