Well not available again right now, but the steelbook is now listed with the free $5 gift card for online preorder if you order by Feb 7th, so next time it comes back up should be able to get it for effectively $20 (assuming you have a use for the $5 gift card)
For reference here are the terms & conditions from the promotion on the website/ad:
promotion details.
Receive a $5 gift card FREE with an online pre-order of a qualifying movie title from Target.com. Quantities limited. Not valid on previous orders. The gift card will ship when the movie ships. The gift card will be sent to the same address as your order and will ship separately. If you want to return the item you purchased to a Target Store, you may either keep the gift card and just return the qualifying item (you will be refunded the amount of the qualifying item reduced by the amount of the gift card), or you can return the qualifying item and the gift card for a full refund using the online receipt. If you return the item you purchased by mail, keep the gift card; you will be refunded the amount of the qualifying item reduced by the amount of the gift card. Offer expires 2/7/2015 at 11:59pm PT.
