I certainly do not pay three times the price for it. I watch for sales and then stockpile it. I know it is possible to carry extra backs loaded with 120 but that is even more bulky. And you have to reload those backs sometime. Portra 400 and Portra 160 are my go to color films and I use a lot of it. I know that 220 will eventually go the way of the dinosaur, but while it is here I just keep on shooting it.