That was news to me, as well. The program didn't end, so much as change again. This would mean $510USD for non-shell shoes, assuming the standard $125 MTO fee. But, for the exact shoe you want, in a familiar fit, it might still be the way to go.
This.My guess is they didn't expect the level of specificity, and the subsequent returns, they received on the orders. The offer probably did not intend to honour clearance prices as with the Eagle County and such.