Yep, still grossly expensive though. $225 for 50 square feet compares favorably to high quality whiteboards, but not to paint.

Yes, high tech engineered polymer coating, I know. :)

It's less than half that price at Lowe's Hardware:

  8 oz (10 sq ft) = $30
  17 oz (20 sq ft) = $50
  29 oz (40 sq ft) = $100

Free shipping on the larger two sizes.

I haven't used it yet, but I'm about to go to Sherwin Williams to get the recommended primer to stainless so I can paint whiteboards on the front of commercial freezer doors.