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
The incentive covers don't actually have suggested retail prices; retailers get them as an incentive based on the number of copies of the regular covers that they order (in this specific case, they get 1 of these incentive covers for every 25 copies of the comic they order) and they may price them as they see fit based on supply and demand.
I'd say that the site you're linking to has either a higher supply or a lower demand (or both) than we do—my guess would be they have a lower demand. They also appear to be motivated to sell out quickly, as they don't have any incentives in stock older than #4, while we're actually trying to maintain stock levels so that people just getting into the comic can still pick up premium covers.
I'll point your comments out to the folks who set our prices on these, though.