https://brighterimagelab.com/sp_faq/cost-lab-direct-teeth-whitening-process-much-less-going-dentist-office/

You are not paying the cost of $200 to $300 an hour in the dentist chair. You are buying Lab Direct™, taking your impressions yourself and sending them back to us at the lab instead of paying a dentist to do it for you. It’s simple – At Brighter Image™ Lab Direct™ Teeth Whitening is all that we do and buying direct from the lab saves you $100’s!