if there's no price ... you can't afford it

I recall my mum quoting me the titular phrase when I was about six and staring in the window of expensive toy shop. By the time I was working in retail management I knew the theory behind the concept as well as how it worked in practice. However, I cannot see an application online - which makes HP's (Hewlett Packard) website something of a nonsense ... see below:
Do they really think that anyone would click on 'buy now' without knowing anything about the product or even how much it costs?