Retail is $99.99. Lego.com has it for that, with a free exclusive set only available this weekend thanks values at $14.99 and free shippin, so I'd say that's the better deal. Add in $50 of other stuff and you get 10% off, so you could get, say, the giant stable and the smaller add-on stable for $135 with a free gift.
It's a Toys R Us exclusive set, so it's being sold elsewhere for way more because only TRU and LEGO sell it as first party.
I just compared what I bought via Walmart and TRU and it came out a much better deal than via Lego.com:
Riding Camp $85 via TRU
Olivia House $50 via Walmart (combo w/ Vet)
Heartland Vet $29 via Walmart (combo w/ House) [walmart.com]
Total before tax $164 with free shipping from both places.
Lego.com would be:
Riding Camp $100
Olivia House $70
Heartland Vet $40
10% discount -$21
Total before tax $189 with free shipping
That is a difference of $25!
Yeah you get the extra holiday set, but that isn't important to me. If you want to value that at $15 fine, but I wouldn't pay $15 for it nor seek it out. I'd rather put that $25 towards another set I (she) would want.