I'm guessing google did some kind of deal with Nik filters because there's a couple of paragraphs in the Photoshelter blog that they've greatly reduced the price of the filters and if you bought any of them in the last five years you get the rest for free - it's in FRIDAY's blog - not today's - so not an April Fool's joke. In fact, I checked my email and in among the marketing messages I tend to ignore (from last week) was an email from "Nik by Google" giving me an opportunity to download them all. I'm waiting for LR to back up so I can install them.
I was considering buying the entire set of software in addition to the set of 30 filters I purchased a few years ago - I've been working on a black and white project was especially interested in silver effects pro and also wanted the new filters added to the original set, so I'm pretty happy . There's also a provision for a refund if you purchased certain software.
So, if you tend to skim those marketing emails all of us get too many of like I do, search for any from Nik if you've bought any filters from them over the last 5 years. It was a nice surprise.
Here's the Photoshelter blog
http://blog.photoshelter.com/2013/03/friday-happy-hour-stocksy-launches-gives-90-of-all-profits-to-photographers/ They also discuss Stocksy.