$29 today from the Mi Store (in-store and online):
While I've seen (and bought) these at the same price before (from PB Tech), the difference is those times there's been a buy limit of one per customer. While the email I got said the same, I was able to order and pay for five from the online store without a problem.
The best-value WiFi bulb that I've found - ours have been totally stable, the light's good, integration with Google Assistant has been good (also supports Alexa, but can't comment on that), they turn on and connect quickly if turned off at the switch... The only annoying things I've found is they're only available in E26/27 (no bayonet fitting), and the previous buy limit of one has meant it's taken time to get a few of them at this price (until now).
This makes them the same price as the Kogan-branded bulbs, but those seem to be of a far inferior quality going by the comments on another thread.