yeah, it used to be $35.00, they upped it last year. It's worth it! Some of the figures (like the Robot Rebellion Cobra Commander) are awesome! And you get discounts on the Con sets and Con souviners! Not to mention you get a club newsletter every month with some awesome articles. One that was in there by Justin Bell was "10 tips to taking good pictures", or someting like that...he referenced JoeDios in that Article! It was good scoop!