Exactly, with those prices forget it...
I thought so also but......
On the same web page /link, look at the "Nosler Shop" Partition prices for 30 cal 180. They are 2-3 bucks cheaper than the E-tips. Now look at midway for the NP's price add 2 bucks and that is what the E-tip will cost you when they hit the streets in numbers.
Go to Hornady and price their bullets also, same deal way more than Midway and others. I think it is the MSRP thing and they sell them at that price.
BTW great write up on this bullet in SEP issue Shooting Times.
as far as BC