this subject has been brought up before.
joann carries a line of kona that kona makes to meet joanns price point. in effect kona then has 2 lines: (1) the better one, that you buy from your LQS. this costs more because it's better quality and also the store is not buying 1000 bolts at one time for the greatly reduced price, and (2) the stuff you buy at a place like joanns, where kona produces a lesser quality product in agreement with what joanns wants. joanns then pays a lower price to the maker (kona) and in return, kona has a guaranteed outlet for their (inferior) goods. win-win. except for you.
if you want the better kona, buy it from a better store, or buy it from a reputable online dealer. if you use a lot of it, buy a big batch on sale and get free shipping.