OK, this is total BS. I've been a customer and have bought a lot of gear from them over the years. I've just deleted the Steep and Cheap bookmark from my browser.
EDIT - just spoke with a rep at the company, and asked her to pass on my displeasure at this. She said she'll send an email address to send comments to management. In the meantime, their # is 800.409.4502
Nothing in the world is more yielding and gentle than water. Yet it has no equal for conquering the resistant and tough. The flexible can overcome the unbending; the soft can overcome the hard. - Lao Tse