Eheim has an authorized dealer program giving dealers wishing to stock Eheim's line and parts a discount usually below sale prices of regular drygood wholesale distributors. The price I quoted is the discounted price to "authorized dealers." ($395) Comparing dollars to marks and allowing anyone buying direct to make ANY money, $319 is about 25% below the "special price" without the media and another $100 below the price including media. You bought this unit at a STORE ??
If I were still a dealer I wouldn't make the effort to stock this unit. Would you?
Even allowing for some sort of promo, initially, it's not the sweet spot in the line. Maintenance firms still choose the 2260, empty. They fill it with whatever they've found cheap or that they've made to be cheap. The valve's are purchased at home improvement stores.