If you stare at some websites long enough they'll offer you a little incentive.
In this case, it was a great 25% off coupon code for joining the e-mail list.
I'll save you guys the trouble and give you code: WELCOME25
It works for almost all the items except the new Formula Pro Advanced and a couple other items.
I used it for the bottle sterilizer as it got good ratings everywhere and was 99 everywhere I looked for a new one.