At some point Fuji will cross the line where the price to value ratio is no longer appealing to film photographers, who have the choice to switch to another film product or digital. Ilford provides great competition, and Kodak looks to be shedding its liabilities and focusing on its core photography business.

When Acros sheets are nearly 75% more expensive than comparable Ilford products, many people will simply choose Ilford. Then, Fuji will drop prices. Competition works every time.