Yes, it does take the fun out of using the coupons, when what you want is on sale for, well, not as nice a price as you could get with the coupon.
I find that I often have a lot of coupons that go unused, because of the "sales". And, at least for the JoAnns in my area, they have raised their price by about $1 / yard across the board within the past year or so, and the holiday fabrics have gone up much more than that.
Their Alexander Henry Christmas fabrics, I think are priced at $11.99. Now I'm sure that they're planning on selling at a mark-down sale price. Still... am I the only one who would rather that they just set it at a fair price and kept it there, so we wouldn't always have to be checking for the "best deal"? Keep it straightforward and simple... ?