I went to the Atlanta quilt show this week and petted almost all the fabric. I'm a newbie and we don't have a LQS in my part of AR. I was glad to touch the various brands and get business cards with web sites. So now I won't be afraid to order online. I don't know if all the vendors had their fabric on sale or if JoAnns is just charging higher prices for lesser quality goods. But 9 - 10 dollars seemed to be the going rate for most of the good fabric I looked at.