This is a GMG VIP sale which requires a few steps to get the deal:
- Click Get Deal.
- Login or create an account at GMG.
- Once logged in you should be redirect to the VIP discount page.
- Top of the page, you'll see Final Fantasy XIV: Heavensward Collectors Ediiton on sale for $44.99.
- Click "Buy Now" to add the game to your shopping cart.