I saw it for the first time about a month ago. I didn't know the price though, I sat around waiting for a clerk and then looked all over the sporting goods section and nearby sections for a total of 20 minutes before I gave up and left without buying it or even finding out the price.
I've been waiting for this stuff to come out, though now that I reload .357mag and .38spl I don't really need it (I guess when I don't plan ahead it could come in handy).