It was pointed out to me on Google+ that my pricing strategy is confusing and bad (my wife agreed!)
So since it's White Box and things should be simple; all the color softcovers will be $5.99 no matter where you buy them!
My apologies to everyone who purchased a book at $6.99 at Lulu. I hope you can forgive the dollar difference. I hope this pricing change makes things much clearer and better for the future of the game.