What they mean is; half the price of the shipped in from Israel or South Africa, or whatever, because they are now in season here without the shipping costs! Trouble is, most people now have no idea what the proper seasons are for stuff, so they just see that the strawberries cost less than they did a couple of weeks ago, and think they're getting a bargain!

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Sarah

“Tell me one last thing,” said Harry. “Is this real? Or has this been happening inside my head?”
“Of course it is happening inside your head, Harry, but why on earth should that mean that it is not real?”