This is quite a good price considering it's the 709ml bottle. Even on eBay you'd be hard-pressed to find it for less than $25 delivered. The next cheapest I've seen is $16 for the 473ml bottle at JB. Since the HN price appears on their web site then I'm assuming this is a national price change.
If you've got a Bissell carper cleaner then you'll know their solutions work best in their machines.
If you bring your own empty bottle of Gatorade you can just tip it in and get it free.