I guess Fuji is in an interesting market position. They appear to be the only producer of E6 material, so in theory have a monopoly. However, I think it's also reasonable to say that most us us don't shoot E6 because we have to, it's because we want to. So price it too high and we'll move. I don't know what the profitability of E6 is like, raw materials have gone up, everything has gone up. Interestingly, the one area that I would have though there was still a strong push for E6 was in the larger format Velvia 50 for landscape/calendar work, and the 5"x4" was cut. So who knows what the future may hold? I know I shoot a lot less E6 than I did, mainly because of cost. Close to 10 for a roll of 35mm Velvia 50 plus processing makes my eyes water....