Oh wow. That's bad. It's in small font buried in a pargraph of text. The price really needs to be in big letters somewhere. Clicking buy doesn't even point out the price.

(Subscribe page has no price anywhere that I see : http://www.sotmclub.com/subscribe)

This is the second comment about not being able to find the price. I saw it on the first visit, but perhaps making it more visible (even with just a different color) might be helpful. Maybe A/B the current page with one with more prominent price placement?

Agree with tseabrooks. If nowhere else on the site (why not?), the price should be large on the subscribe page.

I didn't found it either until I read this comment, great copy writing and design otherwise,

Clicked around for 30 seconds trying to find the price, came to the comments to find it. The "Exclusive" header made me think all the text under it would explain that the socks are exclusive, so I skipped it.

I'd at least put the price in the How It Works and Subscribe sections, that's where I looked.