It will be interesting to see if Moda's decision has any effect on the other fabric manufacturers.
At this point, Moda's 10 - 40 cents / yard less than most of the other brands. Plus, Moda ships their fabric for free, and that's another 25 - 40 cents / yard value. So in terms of cost, they have a definite advantage over their competition.
And... competition is a good thing, right?