Didn't someone let that cat out of the bag a few months ago? I think I remember the new price appearing on their web site for a few days, then it was called a typo and removed. Oops.
I only have one, but the guys with a bunch will really feel it.
That was last fall and they said something to that reason, but I think instead of trying to sneak it in they would send all owners a letter to let them know, a more professional approach