I think this has come up in several discussions and is an attempt to persuade ST to price match the products they sell. I hate buying stuff from others when those are readily available at ST store but the price difference makes me go for it.
Classic example: First Alert Z-Wave Smoke/CO detector… sold at a store near you…39.99 vs. 50.00.
Much rather see the dollars go to ST. Lets catch hold of @ben.