Those 60 watt bulbs are about a dollar a bulb or more. Before the new rules, you used to be able to buy them for about a fourth of that cost.
The skeptic in me assumes they are taking advantage of the misconception and luring in people wanting incandescent bulbs before they run out.
As much as I tried to avoid all of these new ugly light bulbs (never met a florescent that looked right, and it took me a long time to find an acceptable LED), I eventually just got rid of all incandescents and got CREE warm whites.