Sadly, most film consumers are still stuck in the old mindset that price is king and the customer always comes first. This is no longer the case. Manufacturers and customers now exist in something like a symbiotic relationship where both sides must give something in order to get something.
I wish more film buyers would realize this and be more willing to spend realistic money for their film. Film photography should be important enough for photographers to give up something else in their lives in order to be able to pay fairly for the film, paper and chemistry they want. In doing so they would also help assure the future availability of these products.
It's not very hard to price a company out of existence these days by demanding cheaper and cheaper products. Do that and in the end everybody will lose.