I have a couple and am well pleased. Actually, all MagLULA's stuff just seems to work-I also have their UpLULA and Baby UpLULA.
If memory serves, $38 sounds way too high-shop around or see what you local gun shop can get 'em for. I was pleasantly surprised at my local gun shop's price-'course, I had to provide all the info (Butler Creek part numbers, etc). The shop wasn't familiar with 'em, but does a lot of business with Butler Creek so getting 'em was no problem.
MagLULA home page.
Just checked my records (prices include taxes)
2008 I paid $23.47 at a local police supply house, which normally has high prices
2009 I paid $26.20 at local gun shop
I don't know what time and the dollar have done to prices, but they also should be available at more places than when I bought, so maybe competition has kept prices in check?
EDIT: Just checked
MagLULA's site-MSRP for the loader you're looking at is $29.95, which means you should be able to find @ under MSRP. Link also has Butler Creek part numbers.
I'd be wary of buying stuff like this on Amazon-a lot of times I've seen gun related stuff overpriced, which looks to be the case in your link?
$24.95 delivered @ eBay.