Seriously, it is. It was $9.99 at most retailers December 2011. I bought my copy for around $10 back when the game was $30. I sold it for $16. I later got the 3D edition from Target for $6 and sold that one for $16. I tried to buy one from Best Buy for $3, but they wouldn't ship to my house for some reason or to my local store or let me pick it up from my local store. $10 is an awful deal. When it goes down to $5, I just may buy it again. Fool me once, shame on you 3D Realms, fool me twice, shame on me. Fool me three times and I must be a major Duke Nukem Forever fan.