This same memory card is available at Costco for $29.99 for members ($34+ with tax). Screamin' deal for a 4GB card.

It must be that price at Costco B&M, yeah? I found it for $45 (inc. shipping) @ Costco.com:

http://www.costco.com/Browse/Product.aspx?Prodid=11221870&search=sandisk&Mo=20&cm_re=1_en-_-Top_Left_Nav-_-Top_search&lang=en-US&Nr=P_CatalogName:BC&Sp=S&N=5000043&whse=BC&Dx=mode+matchallpartial&Ntk=Text_Search&Dr=P_CatalogName:BC&Ne=40&D=sandisk&Ntt=sandisk&No=13&Ntx=mode+matchallpartial&Nty=1&topnav=&s=1

Fry's has Sony brand 4GB MSPD for $45, too.

http://shop2.outpost.com/product/4921681;jsessionid=ba4Ej39f8hR5tXT2KwHIHg**.node3?site=sr:SEARCH:MAIN_RSLT_PG

Correct, Costco B&M. I picked one up this afternoon at the Costco in San Jose, CA (Almaden) and can confirm $29.99 as the final price after $20 instant rebate.

Thanks joecool33!

This is the tax you pay for Sony products.

Costco has one SanDisk Ultra II 4GB for $29.99 until 03/31/2008.