Jelly Roll strips on line are 2½" x 42" and there are usually 40 of them packaged together for around $30. That works out to $10.80 per yard. Compared to $8.50 per yard for flat yardage of the same fabric it's high, but nowhere near $39 per yard! (I priced moda jelly rolls at fat quarter shop). I'd still rather prewash and cut after, at least for functional quilts.