The price is not going up. Apparently that was printed before they decided to lower the price, though time will tell.
This.My policy is that the standard yahoos get some form of legion iconography, be it sculpted shoulder pads, decals or etched brass. Then the power armoured veterans and sergeants get the full works, legion shoulder, torso and head. That just distinguishes them a bit more.
The one shoulder per rank and file dude is a great idea.This.
It keeps having a Legion sort of cheap by not having every marine and his familiar be decked out in upgrade kits. Chapter Shoulder on all my marines for one shoulder. Veterans, Command Squad and Sergeants get the full shebang; heads, shoulders, tor so's, tor so's. Sprinkle the odd head and Torso along the basic rank and file. Keeps it cheap, even in an infanty heavy army at most you would need is two sets of head and Torso upgrades, 1 works just fine and goes far.