I really didn't use Wal-mart's site much before DI, or pay attention to it, and I've been shocked at how poorly it's run. I mean - look, Frozen pack is still $45, even though we know it won't be, etc. The prices change constantly and often times are mistakes.
That said, I've gotten quite a few copies of the Starter Kit cheaply - several for $12.97 each last month, and $18 each this week - due to their errors, which I've given to families for their kids for Xmas, so the parents can spend the money on other DI stuff instead of the starter kit, so I can't really complain.