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Gander Mountain in Cypress has a Shield 9mm for $449.

An alternative to the Shield 9 is the new XDS in 9mm. It's finally hitting the market. Best pricing for it is around $499. Most places selling XDS 45 for $599.

Price is relative on how much value a buyer places on an item. While $700 might be triple or quadruple of the cost to manufacture/distribute/market/sell, would I pay that much if I thought that a Shield would be perfect for my carry needs (and I couldn't find it elsewhere for cheaper)? Probably.

Fortunately, they seem to be widely available at $499 in Harris County.

I paid $499 at the Carter's on I10. They still have both 9's and 40's as of 05/22/2013.

To me, the Shield is definitely worth $499.