I have often seen reseller prices beating Crucial direct prices.
Due to the regularly fluctuating market for memory, it is very difficult to moniter every reseller price and for crucial to offer their best price. Crucial obviosly have a set profit margin to keep, whereas resellers can sometime offer great prices in order to shift stock, and any lessened profit margin on the item is usually subsidised by higher profits on alternative sales.
Now that made sense when it first came into my head....but i'm not sure it does now i have typed it. Whatever, make of it what you will.