EDIT: The real story is gen 2 starter kits (three gen 2 bulbs, one gen 2 hub) for $99 and gen 3 starter kits (three gen 3 "richer colors" bulbs, one gen 2 hub) for $129. This is widely reproducible and NOT YMMV. (I think I got lucky getting the gen 3s for $99 and that deal has not been reproducible.)
I found Philips Hue generation 3 White & Color Ambiance starter kits for $99.81 at my local Sam's club.
I bought 3. They had about 2 dozen.
People seem to be finding it for $129, which is still a good deal for gen 3s. Some people report seeing the gen 2s for $99.
It has been reported that the Austin Lakeline location has raised/corrected/changed the price so it's no longer worth a trip to that specific store to attempt to replicate.
Online link for gen 3 for reference only