The link states the normal price (don't know why), but I got mine in the store today for $29.99. The shelf tag said it was on sale until 5/26. I don't know if this is a national sale or not, but I would assume so.

I have never used FRS before, but the potential benefits I see with the mobile unit:

No batteries
Possibly better antenna
Possibly better range due to antenna location
Full transmit power, 500mW
External mic and speaker jacks
It's cool

Someone here did a permanent install with one of these, as I recall they were happy with it. I'll be getting a handheld FRS as well, and probably a CB in the future. This was one of those "It's too cheap to pass up" purchases.