$4 for toothpaste?

I was amazed today at how much toothpaste costs. At the grocery I saw several in the $4 range. For toothpaste? These didn't even seem to contain gold flecks as an active ingredient. I haven't paid retail for toothpaste in ages. Most of the time it's free after I combine a store rebate/coupon offer with a manufacturer's coupon (Rite Aid has some of these very offers this week. I'm going tomorrow). I can't imagine paying $4 tube. Wonder what the manufacturer's cost is?