A retailer who sells a TurboTax product can sell that product for any amount they choose. The TurboTax price is the price from the manufacturer which is $70 for the Deluxe desktop edition.
As for the state e-file fee using the Advantage subscription option of $20, it should be the same for all state e-files from the subscription. But that is not clearly stated in the T&C's for Advantage. But the assumption would be that it is $20, since the state e-file fee without using the subscription is $25 for all state tax returns e-filed.
