Kodak took their current pricing model, for sheet film anyway, from the kid with the lemonade stand who priced it at $500 per glass. When told he wouldn't get many customers at that price he replied, "I know, but I only need one."
Not that other films haven't gone up, but Ilford is superb quality and much cheaper than Kodak in sheets. I still shoot Kodak in 4x5 but if I get into 8x10 I won't. Just not worth it compared to Ilford.