Hrmph. I'm sure it's a mistake. I figured they'd have fixed it by now, but sure enough, there it is at www dot butterflylabs dot com slash monarch (Why does the forums not allow that URL to be displayed ?)

I can only imagine they are too busy crunching on assembling and shipping Nov/Dec 2013 orders, and don't have the resources to update the web pages right now.

Note the old price of $4,680 on the main page for the Monarch yet available cheaper here https://products.butterflylabs.com/homepage-new-products/600-gh-bitcoin-mining-card.html

*shrugs*

EDIT: My bad. They aren't assembling and shipping yet. Still waiting on chips.