It has always been like that since day one with the RPi Zero, which was years ago. The Zero has always been produced in very small quantities and sold at a loss so they could advertise that price, but the actual users who could get it at the advertised price are a small minority of those wanting to buy it. I gave up after 2 full years, and never regretted.
Now I'd rather spend some more quid and get different (and often much more powerful) boards that I can order in 1 or 1000 units and will be available without either being bundled with unnecessary stuff to inflate the price or locked to 1 piece per order.
Here's a big list of boards complete with spreadsheet tables to compare them.
http://linuxgizmos.com/ringing-in-the-new-year-with-136-open...
It's being updated once or twice per year, however this year's pandemic could have delayed the new one.
Still not a crazy price, of course, I just dislike the misleading advertising.