Yeah, I used to shop at JAF a lot when I started quilting - I could buy Kona solids with a coupon for $3-something a yard. Then they raised the regular price to $8.99 a yard and cut their selection way back - now it's not worth it to me even with a good coupon. I still go and browse around every few weeks (it's right next to my hairdresser) but I often don't buy anything at all. Even with coupons, they just don't have many good deals anymore.
I'm lucky to have Beverly's near by; they will accept competitor coupons for up to 30% off. Just one per purchase, but that's OK. They have LQS quality fabrics for a little better deal than the other LQS's in the area and a pretty good selection, so I'm happy to give them my business.