I think he's commenting on the $99 discount price relative to other deals. Arturia V Collection 8 was available for $60 several times over the last year through ProAudioStar, and it included Analog Lab Pro 5. Arturia also throws deals on Analog Lab Pro upgrades from Analog Lab Lite for as low as $39. Analog Lab Lite licenses are cheap to acquire or come by bundled with hardware.
It is amazing though, easily mappable, lots of useable presets. I think everyone should have it on hand.