Silhouette Design Store pricing ???

I'd love to know how the Silhouette Design store determines a price on the designs -- I'm not talking about the amount of the price, but what forms the basis for the difference in pricing?
Perfect example I saw today:

Jamie Cripps 3D pop up gift card box
This is in today's Daily Deals, but is usually priced at $.99       versus this:

Lori Whitlock 3d pop up gift card box
Priced at $1.49 .   

I'm not addressing the choice for "daily deal" - just the "usual" price for each of the designs -- what forms the basis for the difference in pricing? The Jamie Cripps design offers a sentiment, the Lori Whitlock one offers "ribbon slits" in the side.

Does anyone know how Silhouette Design store determines pricing??  the inside scoop??