Yes, this is 100% for real! We're able to offer such competitive pricing by offering our products to you in bundles of three. Since we're able to buy in bulk from our factory partners by purchasing more products, we're able to pass on the savings to you. Also, since we made the decision to not put our own brand name on the products, we aren't constrained by retail or distributor pricing structures. Therefore, we're able to give you direct pricing that's very close to the factory cost.