i believe that price is for a pair of front and rear. other sites list them as a full bike's worth for around 86ish. the barrel adjuster caught my eye, but looking at pictures closer make me wonder if you can even quick release the straddle cable.
you're right though; 720's are way cheaper. i sort of forgot about them. they're just as adjustable too. duh, chris. ha! re-adjusting my rear brake the other day made me consider a spherical washered pad brake again...