I thought that was the price before the holiday sale when they dropped to 43. For some reason I thought I had seen prov1s a couple years ago at a course for 54. They are always at least $12 a sleeve at any course I've played. I don't play the prov1 anymore, but I still think that's what other companies strive for even if it's not the best ball anymore. It's still the pro v people compare premium balls to