This is $19.99 here in North Texas area. The recharge version is only $24.99. Both great bargains.
I think that Brinkmann is filling a good product position here in the flashlight market. They are able to produce and distribute in large volume flashlights that your common non-flashaholic would normally not be aware of. Effectively, they open the door to introduce people to higher end, higher performance items. For example, if you buy this Maxfire and are really impressed with it, chances are you are going to start poking around learing about the lithium 123 batteries. Very quickly that will lead you to learning about other lights that use the same battery, such as the Surefire G2. Then it is only a series of short steps to researching and buying other brands such as Surefire and Streamlight and others. Think about it! How many of us here started out with a 2AA MiniMag or 1xAAA Solitare simply because we didn't know any better?
At the same time, Brinkmann is NOT doing any hardcore advertising saying they are better than any one else or trying to advertise their products as "tactical". They are not trying to take over any niche in the market that is currently occupied by Surefire or Streamlight or Pelican or anybody else. And for this, I salute them. I don't mind owning any of the Brinkmann products because I know what they are, and what role they serve for me. I would feel happy to loan out my Brinkmann and start up a conversation with someone who is not in-the-know about flashlights.
These are good products to give as gifts or suggest to someone to buy as an entry level light. They are available at common stores and you don't have to tell somebody "Oh, you can only order that online." or "That is only sold through so-and-so tactical supply store." Ultimately, they are helping our cause for flashlight enthusiasists. They are spreading the word to the public and to other flashlight manufactures that the market will support a desire for lights other than those offered by Mag, Duracell, Rayovac, and others.