It's relative, Fuji films became cheaper than Kodak & Ilford. our problem is a slight increase from a manufacturer becomes a much larger increase at point of sale and the end seller makes much more profit.
The earlier press release on discontinued products and packaging changes already made clear that price increases of up to 25% would be a reality.
120 Reala and Acros are two of my favourite films and can be had at very reasonable prices despite last year's increases. I can't imagine there will be a huge markup on top of this on the retail end, and I expect the pricing will remain competitive for these products.
It's not news. Most of us have known since mid-January of an impending increase of 25% from early April.
Mind you, $44.80 (retail price here in Australia with this increase tacked on) is a very, very steep price to pay for a roll of Velvia. I have sufficient stocks for 12 months to keep me going, after which I'll critically evaluate my direction. These significant price increases are not sustainable (two retailers' own words) and I predict retailers will feel the pinch of stocking film that people will now not be inclined to buy on pricing alone.