It's an internet-coupon-only special. Not advertised in the flyer. They've done this before -- seem to do it every few months or so.
I find it a great way to stock up on a few kits -- kinda depends on HL's very variable stock. I once picked up the Tamiya Dragon Wagon (tractor-only kit) for about $35. Tamiya jeeps are just a few dollars with the coupon -- and everyone knows you can't have too many jeeps!
I need to get down there -- last visit they had a few Tamiya M20 armored car kits, plus some DML figure sets.