Seller "Wholesale Connection" on Rakuten.com is currently selling the Dyson V10 Animal (regularly $599.99 everywhere) for $499.99.
I ordered this myself on July 4 and paired with Rakuten coupon to actually receive an extra $50 off, for a final price of $449.99, but it seems the coupon is no longer offered.
Being skeptical, I waited to post this until I received the vacuum in person to verify it was not a refurb. It is not. It is the real deal, and works perfectly. Arrives via FedEx. Received it less than 3 days after ordering.