On B&H Photo you can get it for $79.95... its still a little pricey though.
http://www.bhphotovideo.com/c/product/573167-REG/Hoodman_H_LPP3_HoodLoupe_Professional_LCD_Screen.html
dickhrm wrote:
Only problem is on line it runs $119, which is what I paid for the camera itself, i.e., my little point and shoot, that I often have on me when I don't otherwise need my SX40.