Remember when that pharmaceutical trade group launched a flashy ad campaign to convince consumers that it was different from the price-gouging Shkrelis of the industry? Well, one of its members just took an old, cheap drug and priced a year’s worth of it at $89,000.

The steroid drug, deflazacort, which treats Duchenne muscular dystrophy, has been approved overseas for years and is sold as a generic. Families here have been importing a year’s worth for around $1,200.

But Marathon Pharmaceuticals (a member of the PhRMA trade group) finally got it FDA-approved Thursday under an “orphan drug” status, which covers drugs that treat rare diseases. (Duchenne affects about 15,000 people in the US.) Under that status, Marathon has exclusive rights to sell deflazacort in the US for seven years.

Like other pharmaceutical companies who have high list prices for their drugs, Marathon’s CFO Babar Ghias told the Washington Post that the list price is not what a patient will pay. The price drops to $54,000 after rebates and discounts, he said. And then, insurance and financial programs mean that most patients will pay little or nothing out of pocket.

Aaron Kesselheim, an associate professor of medicine at Harvard Medical School, told the Post:

Instead of making the price at a level that is reasonable for patients, they make it a very high price and offer this pathway that patients may not qualify for, they may not know about, there may be limitations on it. So it's a marketing move and not really a public health solution.

Marathon also received a voucher from the FDA for getting the orphan drug approved. The voucher is meant to incentivize drug companies to develop treatments for rare diseases. However, the vouchers can be sold—often to the tune of hundreds of millions of dollars.

Other drugs treat Duchenne, which is a severe type of muscular dystrophy that mostly affects boys (it’s X-linked recessive). Those with the disease usually lose the ability to walk in their teens and have a life expectancy of around 25 to 30 years. Drugs can slow the loss of muscle strength. But deflazacort (brand named Emflaza) is thought by some to be the most effective and have the mildest side effects.