Colonel E.H. Taylor, Jr. Seasoned Wood Bourbon

Just saw this at my local store for, wait for it... $599.99. What is happening?

I sometimes wonder about write-ups like this. This is the first whiskey I've ever had that upon first sipping smell & sipping had the distinct flavor of dark fruits. Plum wine... Pomegranates resonate throughout. Influencing the nose, palate and swallow. Smooth throughout, it does benefit from a splash of water.