It's been a few years since I've been active, so I can't give an accurate answer. But I can tell you that a lot of flight schools will give an introductory ride for less than the going rate.
Basically, they're trying to get you hooked with a great one-time deal before they jack up the price. You know, like drug pushers do.
If I take the wings of the morning, and dwell in the uttermost parts of the sea; Even there shall thy hand lead me, and thy right hand shall hold me. -Psalm 139