It may be they are positioning it? There is already an EM0500 that has gotten almost no air time. The EM0700 is listed by Sunbeam asand it's priced at $300 - half again as much as the EM0480. The EM0500 is halfway between them in price and the description reads like a minor upgrade to the 480.Precise and consistent grinding is the secret to an ideal coffee. The Sunbeam Precision Grinder uses a belt drive and dual bearings to minimise any conical burr movement which increases grind precision and consistency.