To everyone saying it's somewhere else cheaper- make sure you check the specs: there are several models. THIS one has two wattage settings, and is rated for 1500 square feet. The others may have just one setting and many are rated for 1000 square feet. Make sure you are comparing apples to apples. That said, This price is average. The heater itself is awesome. I have two, and they helped reduce my utility bill by around $100 per month. Your mileage may vary. My furnace is OLD, thus not as efficient as newer ones, thus my savings may be greater. These blow forced hot air, and don't get hot to the touch, but don't heat up instantly either. Dollar for dollar these are the best electric heaters I've found, and I've tried a lot. And to the guy who debated with me last time about efficienct of various 1500-watt heaters: 15 100 watt light bulbs will use the same electricity, but won't heat up the same area. Nyah!