28 grand is very cheap really. This is completely a marketing tactic. Who cares if it really looks like the Virgin Mary or not, except that it's years old and no mold - think about that. But this "Virgin Mary" cheese sandwich has obtained world notariety and on all the news channels many times a day. It will still be talked about weeks from now. You can't buy that amount of advertising anywhere for 28 grand! That's a steal...