Are we just supposed to guess what site it is you're looking at? Why would you post a link to a screenshot as opposed to the deal itself?

here it is on Amazon for $16: http://www.amazon.com/Firefly-Complete-Series-Nathan-Fillion/dp/B0000AQS0F/ref=sr_1_2?ie=UTF8&qid=1359498840&sr=8-2&keywords=firefly

edit: it is now $17.69 at that link. I swear it was lower earlier today.