Mid-Priced Titleist? Good Thing. But, it's still a 'premium' price for a Urethane 3 pc ball, though. TM released their RBZ 3 pc Urethane ball 5 or 6 years ago and was $10-$15 less. I suppose the Titleist name still carries the market cachet to charge a bit more. Or was it just priced to fill in the gap from the Tour Feel, Velocity, Tour Speed, to the AVX/ProV1. It slots in at $7 above Tour Speed and $8 below AVX/ProV1- that's pretty convenient, isn't it?