How do you show a final price if you don't have all the information needed: tax locality, shipping preference, total cart value discounts etc.
This was also pretty common on Amazon.
Incidentally, for almost every brand in our industry, that number was 1.8X listed wholesale.
We could sell for less, but not list a price of less. Implementing "add to cart to see price" was good enough at the time to keep them happy.