Gift Melons

I was in Takashimaya, an expensive Japanese department store, the other day. In the basement of Japanese department stores they usually have a food floor. In these floors they usually have bakeries, delis, dessert counters, as well as people selling lots of crazy Japanese foods.
Anyways, I noticed a gift fruit section, so I checked out these melons. Melons are a common gift for Japanese people to give (no idea why, personally I think they're really overrated). Regardless, the one in the front right is 73 bucks. For one. Not for a whole crate of them. Just one.