I did a bit of poking around. While a few forum posters claimed this is the old E3c, a few dealer sites refer to it as the replacement for the E3, which was the pro version of the E3c. So it seems to be the "pro" version of the SE210.
According to
these ratings, the only IEH's that are better are $299 and up and the cheapest equal is $109. The wires on my old E3c's are starting to fray so I'll probably grab one of these.
I see it's only the whites that are cheap, so those may indeed be discontinued (yep, only gray and black on the Shure web site). That's the color I would have picked anyway.
Thanks for the head-up.