My guess is that they overproduced it, and thus have overstock. If you did not want to buy it before because of cost, it is now half-price. Two pounds for twenty dollars rather than one pound for twenty dollars. Plus shipping, but you can alternatively pick it up in Flatbush. It might be a good idea if you want to see what it tastes like, or want to try the matzah to see if you want it next year.
Here is the email I received:
We're having a sale at Softmatza.com. Buy 1 get 1 free.
PLUS - Overnight orders over 5lbs. get $15 off shipping.
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