Hey, I saw that too! I'd say this is the equivalent of a big box store - not a bricks and mortar shop that has an online business. I was not pleased when I put a 1/2 yard in and saw that price increase. In fact, I 'downsized' my order and only got full yard cuts so I ended up spending less. On the other hand, they do have a generous shipping policy, in my mind so maybe the 1/2 cuts pay for the shipping costs?