Short answer: the "brand reference price" shown crossed-out — like $1,074 on the six-bottle package — is explicitly labeled as the brand's own stated comparison figure, not an independently verified prior selling price.
Why this explicit labeling matters
Most sites present a crossed-out "regular price" as though it's an objective, verified fact — calling it a "brand reference price" instead is a small but meaningful transparency distinction, honestly worded.
What to focus on instead of the reference figure
- The actual current per-bottle price: $79, $69, or $49 depending on bundle size
- The total cost across your chosen package
- Whether that price is competitive against comparable cholinergic-focused formulas
💡 The honest standard: a "brand reference price" is a marketing anchor point, not an audited fact — evaluate the current, actual price on its own merits rather than being swayed by the size of the apparent discount.
Why this labeling fits the site's broader pattern
Explicitly calling out the reference price as brand-stated is consistent with the same verification-first approach applied to ingredient lists, guarantee terms, and customer ratings throughout this site.
Check the actual current pricing
Brand reference figures, honestly labeled.
Check Current Pricing60-day guarantee, terms vary by page