Regularly $45.99. It seems to have a similar chemical composition (N-P-K of 30-0-4) to Scotts Step 1 (which has an N-P-K of 28-0-7). The main difference between the two is that Gro-Fine uses Dimension (dithiopyr) as the pre-emergent whereas Scotts uses Halts/Pre-M (pendimethalin). Most people online prefer to use Dimension over Pre-M.
Cheapest I could find Scotts is $66 for a bag of similar coverage (15M). So this seems like a way to get a comparable product for less than half the cost.