via Yahoo! Finance - DUST Forward Split
Direxion forward split the shares of DUST 2 for 1, lowering the overall ETF price.
http://finance.yahoo.com/news/direxion-announces-reverse-forward-share-123000895.html
Note that there's been a 10:1 reverse split of their Gold Miners Bull ETF.
Reverse splits are common in ETFs at the bottom of any particular market.
-F6