Classy look and feel

Over at this excellent storefront on the web, you can find watches which feature, and I quote:

• Quality Stainless Steel
  
• Genuine Leather
  
• Hand Assembled
  
• Classy Look and Feel
  
• Water Resistant
  
• Hand Winding Watches
  
• Shipping is FREE by Ground!

Not only that, every single watch has a "Reg price" of $650, but "Our price" is just $150.

Excellent features, all. Yet I get the feeling that none of these features -- steel to free shipping to "our price" -- are particular selling points for these timepieces. You get that feeling too?

And anyway, I want to know: why is the real selling point of these timepieces on the back? (No pun intended, as you will see). Sort of defeats the purpose, wouldn't you think?