the only ways that Premier Cru would have something at half the price is if 1) they were indeed trying to make KLWM look bad and not taking much/any profit on the items, 2) they bought the wines at a discount/closeout from a distributor, or 3) it might be the same producer as the KLWM wines, but one that was brought in gray market and is not an official Kermit Lynch import.
For that Cote Rotie it was definitely a KLWM import. They used to do the same thing price-wise with ZH although I don't know if that was KLWM (was it exclusive?) and I never really cared to follow.