Saw this the other day while shopping with the wife; picked it up for her V Day gift. It looks like this particular model is exclusive to Costco. It's somewhere in between the normal $150 5x zoom model and the $250 model, which includes the 10x mirror and a bunch of lighting settings.
Here's the comparison breakdown of the different models from what I could gather:
The price online is actually $5 more than in store.
Store was $149.99 - $30 + tax. YMMV
Price ends 2/16/20