Manufacturers sometimes ask that retailers not display a price if it drops below a certain amount. The "click here to see Lowest Price" message indicates that the price of the item is so low that the manufacturer requested that it not be advertised (that is, displayed). In a brick-and-mortar store, you would probably have to ask a salesperson what the price of the product is. At MacMall, by clicking on "click here to see Lowest Price" you are essentially asking to see the price, at which point we show it to you.