Just got back from my local Walmart and they had a bunch of smart covers. The price tag sticker showed $39. I got to looking and noticed a black cover. I took it over to the price scanner and it showed $69, which I figured it would. Told an associate that they have both versions mixed together and he kinda shrugged his shoulders and went about his business. I wonder if I would have grabbed the black cover and told them the sticker says $39, if they would have to sell it to me for that price? In other news... they didn't have any iPads. Luckily, I was able to order from walmart.com and have it shipped site to store for free. Since my wife is an employee, I got to use my 10% discount. Total price for 32GB Wifi was $576. Should arrive Thursday.