I read this article as well. I didn't agree with the author that film prices need to jacked up to boutique prices.....ilford is a small company and they manage to sell film at competitive prices and if I'm correct make a profit. I do think Kodak was horribly managed. I think had they made a serious effort at digital (they had one of the first digital cameras) they would have had the resources to make a profit off of they're film and taken full advantage of the lomography movement.