This is as low as they can go and probably very close if not lower than the Apacabar price. They legally cannot go lower than that in Germany as there is this interesting law here that you have to make a profit of your sale even if it's only a cent. This package will probably be a shrink wrapped version and not in a full glossy case. Then these people would have to somehow prove that they are member of a user group of course. A special protected area on the Koch Media web site would be established for ordering.
Registered users get it at that price for a limited time.
They could for example email them directly via the data Be has on registered users. Enter another idea here. Leave you comment. Remember this is the suggested retail price. It will most likely be cheaper in the stores in the end.