I've never paid that much. The most I've ever paid is $2 for one fat quarter (so $8 a yard) and that was for something I'd never see again and just had to have because I knew a dear friend would love it. Other than that, I shop only on sale, with coupons, and/or my teacher's discount which is how I shop for everything else in my life. I just don't see why I should pay full-price for something when I could get it for less with a little planning/waiting.