why is ford coolant so expensive? $32/g in wallymart

my coolant level is slightly lower than "min", so i need to get some coolant.  checked online and called to the parts stores, the only coolant compatible with my car is "motorcraft" branded, a ford brand.  the lowest is at wallymart - $32/g pre-diluted.

heck, why is it so expensive?  do i miss something?