Yes, asshat B&H and Adorama both jacked the price from 36.95 a few days ago to 39.99 now. Thanks, profiteering scumbags! It's especially egregious on something they probably bought at closeout wholesale prices from Fuji to begin with.

There's also people (polastore) already scalping this stuff on ebay @ $50/box for those who don't know it's back again at (inflated) retail pricing for a short time.