I understand your need to protect your turf Chad, but it's not being advertised at $699.99, because that would violate the MAP agreement. The actual selling price can be anything the seller wishes to ask, as long as he doesn't advertise it.
Even $720, with free S&H, would be a great price. I notice Sweet Maria's is sweetening their price with free beans - that's not being unscrupulous by your standards is it?