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)
At $16.99 for 5 rolls (Freestyle, B&H is currently out of stock), Acros 100 is a steal, especially compared to the other major brands.
"What drives man to create is the compulsion to, just once in his life, comprehend and record the pure, unadorned, unvarnished truth. Not some of it; all of it."