Are you sure you weren't shopping in Canada? Our quilt shops here are all in the $14.95 to $18.95 range unless there is a sale going on. Even Fabricland (definitely not my favourite with some of the same "tactics" as Joannes) has fabric at $15.95 a metre. Some of our Mennonite shops and on farm stores are cheaper $5.95 to $12.95 but they often don't carry the newest fabric lines. I'm lucky as I have an extensive stash and only need to shop to fill in the gaps and for backgrounds.