In order to receive the first order promotional price, you do need to click on "subscribe & save" which qualifies you for the first time subscriber first order promotional price, and signs you up for our subscription model and which makes sure our customers do not run out of product by shipping every 4 weeks and also receive our subscription discount of 15%. As you will see on the order page on Neurohacker.com, subscriptions offer 50% off of your first order, and 15% each order thereafter. This is to allow customers to try Mind and see if it is the right fit for you and your individual biochemistry. Subscriptions can be cancelled at any time; there is no minimum timeline or contract. Subscriptions can be cancelled from within your account, or if you have any trouble, please reach out and we'll be happy to assist.