I believe that the price increase is the real deal but so what? One has to expect an occasional price increase in other consumer products, why should sheet film be any different? It is important that Ilford stick around and keep things competitive and product diverse or the alternative would be real price escalation well into the double digits regularly. Whenever a company considers such a business decision to increase prices management takes into careful consideration the potential demand destruction that could occur after implementation. As a result, I feel that this price increase is in fact a sign of good things ahead.