The price on this just dropped. It's now being sold at a 40% discount. From what I can gather, this is an all time low Amazon price. Shipping is free with $25 order.
Edit: Facebook Friend Eric points out that Instawares has a similar paddle for less. They do charge $8.95 for shipping, so the Amazon option may still be better overall value if you're able to find a filler item to qualify for free shipping. Here's a link to that paddle. Thanks Eric!