Don't tell Surefire (they can dealers for discounting), but you can find them cheaper.

Right at the moment, the L4 can be had for $120:

Botach sale

Of course, there are plenty of xenon, Luxeon 3 and even Luxeon 5 lights available elsewhere for much less, if it's just the brightness that you value. Currently popular are the tiny Nuwai Quantum III [$40-50] and the 2-stage Streamlight 2L LED 3W Luxeon [$67.50].

Quantum III review

Streamlight for sale