Here in the US, I think Fuji has been generally way less expensive than Kodak and Ilford. So though the less I have to pay, the better, I'd rather pay a bit more if it keeps them making the stuff, especially if they are still competitive compared with the others. I fear as film shrinks to a niche market product it's inevitable prices will go up. Let's just hope that isn't a price point only affordable to gazillionaires!