In old Tibetan tradition, you didn't "buy" a Thangka, for example. You had to "ransom" it, or pay a ransom price.
The Land of Medicine Buddha website seems to reflect a desire to differentiate between pure commerce, and this sort of "invite the teachings to your home for only $19.95 (and if you act now, we'll throw in ANOTHER amazing Ginsu Knife for Free--you just pay shipping and handling!!!!
But seriously, it does strike me as just a bit odd. It would be better, I think, to just list the price. Land of Medicine Buddha is a really nice place, it's part of the FPMT, I believe, and it's run and maintained largely by Western students and Western teachers trained in the Geluk lineage; the "vibe" I pick up is a sort of mix of traditional Geluk presentation, combined with aspects of Dharma adapted to address Western culture and Western lifestyles, with their attendant neuroses and problems. This "mix" is reflected in the materials for sale, and also in the way the marketing is conducted.