Over priced is right.
I just looked at their website and their AR clone starts at $1200.
“Rural King” is farm store like the old ‘farm and fleet’, except they sell a ton of guns at discount prices. Rural King has AR type guns for around $400 and change!
https://www.rkguns.com/catalogsearch/result/index/?cat=5&dir=desc&order=bestsellers&q=ar-15