Usually $395USD but GoRuck have a Black Friday sale on now (perhaps only today, not sure when it closes) for 30% off bringing it to $269USD. The shipping is a killer but if you order over $500USD you can get free international shipping.
Yes it is very expensive for a backpack but these things are known to be absolutely awesome quality. Check out this review; http://toolsandtoys.net/reviews/the-goruck-gr2/
Other items on sale at GoRuck
http://www.goruck.com/steals-deals/c/99
Wow for $400 I could get a full cuben pack that is 100% waterproof, lighter, almost as tough, better looking and without all the dude-bro machismo that are associated with Goruck.
Why do people think 1000D Cordura is worth anywhere near what these guys charge.
You can buy this stuff for like $20/meter - http://www.extremtextil.de/catalog/Cordura-1000den-uncoated-…
And even as low as $10 if you go via Chinese/Pakistani textile manufacturers - http://www.cordura.com/documents/CORDURA_Brand_Fabric_Resour…
What a coincidence – just the other day someone told me to goruck myself.