Any product made to save time, costs more. You just have to figure out how much your time is worth and decide if the price reflects the value of your time. Personally, I think jelly rolls of fabric are worth the price if the fabric is of good quality. Just think of the time you save -- no matching or figuring out color schemes, no prewashing or pressing (I hope?), no cutting. It is like a 7-11 of quilting!