As long as there is competition there's no reason not to increase prices if that's where you and your competition actually make money. The battle over market share is past. The market now is so small that you're left with the diehards who will pay any remotely reasonable price. Seven bucks a roll for film isn't outrageous. Thirty bucks is. I'm out, personally, out of the film buying game. I probably have enough to last several years. By then, it'll be a question of whether I want to pay for new film or just let it RIP.