Their 120 acros 100 is way undercutting even Fomapan 100 and holga film on B&H. $3.20 versus $4-4.59 for Kodak B&W. From a pure business perspective, it has room to increase price and still be a solid contender, especially given the quality. I think acros 100 is the best 100 speed film available right now. (but I mostly use tmy2 since I think a faster film is more practical for mostly handheld medium format shooting)