Actually if you take into account inflation, prices are just about where they should be. They've just barely doubled in the last 10 to 12 years.
I do buy full price fabric sometimes. If I am buying full price fabric it's something that won't be there even just a few months down the road. Usually the focus fabric and one or two distinct supporting fabrics from a line are the ones that go fast and if I really have to have it I'll pay full price for. I can fill the rest in with blenders later.
But I have a lot of fabric already so it seriously has to be a jaw-dropping, stop me in my tracks fabric, anymore before I'll go ahead and pay full price for the focal and supporting fabrics.
When you can pull enough fat quarters in only three colors for a queen size quilt and just "loosen up the drawer" you know you have plenty.