shop around (the fabshophop is a great place to find over 100 shops across the U.S.) different shops have very different prices- and carry lots of different lines. you can find that line for much less- quite a few shops are starting to carry more Organic Cottons and it is possible to find them for less than $10 a yard. you just have to do some searching- (and sometimes you get really lucky and find a coupon or sale going on too)