$99.99 for each issue. The Bradford Exchange deserves to be mercilessly ridiculed along with the likes of Etsy and home shopping channels.
I bet they labeled it the way they did so people would buy it... like me... I wasn't paying attention.
Same way that marketing folks have been labeling stuff for years. When I was young I got scammed by the "twelve record albums for .99 cents" deal that we used to see in every magazine.
At one time I heard on the radio that a box top from a certain cereal and 25 cents would get a toy gun that was "...genuine, authentic, simulated, imitation, gun metal colored plastic..." Wow, I really wanted one of those - not.
Always question bargain prices. "There is no Santa Claus in Numismatics." Lee F. Hewitt founder of Numismatic Scrapbook
You will also find that that "complete" set is only a complete DATE SET. For $100 every three months you will get one bullion ASE. You won't get any of the proofs, reverve proofs, enhanced finish, burnished etc. Just the bullion coins. And you won't get them in order, you will get them from most common to least common. (so the last coin you get will be the 1996) That is the way they do it with the other "complete sets" they sell. Since you can cancel at any time they start you with the greatly overpriced commons, and hope you get tired of it and cancel before they have to send you anything that would actually cost more than the standard payment.
