Just picked up a pair of these headphones for $40 from Dick Smith in Malvern after doing the store pick up. This is the fourth pair I have bought (as gifts) and they have never been below $50. DS usual price is $89.
They are the best sport headphones I have ever used and at this price it is a clear bargain.
http://thewirecutter.com/reviews/best-running-headphones-sen…
I believe these headphones has been discontinued to be replaced by a new model, and this is a clearance price. The DS "usual price" quoted by the OP is likely no longer directly relevant.
I purchased these from a Dick Smith store in late December or early January when they were $50, and there was 40% making them $30. Whether or not a similar offer will come around again before clearance stock disappears is uncertain, and arguably unlikely.
I've been quite happy with my pair. At this price, still a good deal if you're in the market.