Although I have to admit I have no experience with IR film, I think $17 to $20 a roll for a specialty film is OK. You don't go out and blow a roll of this stuff for vacation shots, after all. And I would not see one or two runs a year as a real problem either. If it's possible to make shorter masters or coat IR onto the end of a regular production run, that might also be a consideration.

I surely want to see Ilford continuing to make the great products they sell to us at reasonable prices, but I can see where some additional specialty items (IR films, special color products, whatever), understandably sold at a premium price, could be a good adder to their product line.