I don't pay the LQS prices at $12-14 a yard so I know I won't be buying this one. I sew for fun and my fun doesn't take the high dollar prices. I shop at JoAnn's, GW and thrift stores and estate sales and Craigslist. I don't have a huge stash but plenty to make almost anything I want. As long as quilters keep buying the prices will go up.