Nah, this is even higher. Wasn't it 100' rolls before or am I imagining that?

I don't have crazy old folders so I'm not the 116/616 market, nor do I absolutely need 70mm to feed a pano camera or similar. The only reason for me to buy it over 120 (HP5 is readily available in 120!) would be price, and that's the wrong way around. As far as I'm concerned, if I'm buying the equivalent of 55+ rolls of film (150') then I expect a discount not a premium! That is in no way saying that Ilford's price is "wrong", it is what it is and no doubt due to their small-run cutting and hand-packaging process for this run. It just means there won't be much of a market at that price.