I've noticed the same thing and, no, won't pay those prices anymore unless I have a coupon for Joanns.
I am fortunate to have a LQS that offers 25% off any yardage 1/2 yard or more which makes her shop very inviting. And she always has nice fabrics.
If I buy online, I typically use fabric.com and try to watch for sales. Their fabric is quality and can usually find some good sales with their coupons.
We have a new quilt shop in the area and was shocked when I made my first purchase (don't usually look at the prices but will now). $10.99 / yard - YIKES!! So, although I like this new shop, her fabric is not in my budget....unless I'm desperate for a specific fabric.