It's not necessarily Midway or anybody selling firearm related products... it's an NRA promotion good till Aug 1, 2018. They also have something called Easy-Pay life membership... if you don't want to plunk down $600 in one pop for that life membership, they will charge your credit card $25/month for 2 years. That's much easier for some folks. Call the NRA (855-672-2018) and if you're already a member they will update you to Life member that way at $25/month if you can't do the $600 in one pop. Dues are going up to $45 this fall from $40. The $25/month deal for Life memebership basically means that if you plan on being an NRA member for at least 13 more years it's a better deal to do the $600 Life membership. AND... that's assuming the dues won't increase again in the next 13 years... as they probably will at some point along with everything else (but your paycheck) these days. The bottom line... if you ever were thinking of Lifetime membership, this is a great opportunity. That said, they will probably do something like this again in the future.