I really enjoy the Love of quilting TV show. I subscribed to their magazine for years and enjoyed it too. When all the quilting magazine subscription prices kept climbing I decided to stop subscribing to all of them. Just lately I have noticed the prices going down and have thought of buying them again. All that being said, when I saw the $9.99 price my first thought was here we go, prices are going to climb. I think Fons & Porter positions themselves at the upper end of the market price wise, so when I see someone affiliated with them I automatically think they are going to be expensive.