The reason why is because of what it is, if this gets edited for exposure, then ok. A reasonable price would be $1 per gimmick. I really thought that because of the price there was something more clever involved. The card does make it simple to do the effects shown, but there are also other ways we all know to do these same effects as well, and the other reviews cover it. If you square the deck, the gimmick will stick out just like a slightly larger than standard playing card would. This thing should be a free give away with a purchase of a decent Tango Magic effect. There should be no secret with a gimmick like this sold, it should just be advertised for exactly what it is.