Mountain Lion advertised for $19.99 but costs more?

I keep seeing Apple.com advertise Mountain Lion for $19.99 and it is available to purchase in the App Store. When I go to the App Store to purchase Mountain Lion it shows up as $29.99.
Why is the price different and how can I get it for $19.99?
I am running the most current version of Snow Leopard.

It is only now available from this week for $19.99. Go NOW and purchase and download it for $19,99. Good luck.

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