I think I got ripped off buying a roll of Velvia 50 for $14. I would have bought more, but I was under the assumption it was around $7/roll...which a subsequent google search has shown it is at B&H and many other places. I am going to order a 5 pack for $36. The guy at the counter said it just went up. This place gave me amazing service and a fairly good price on my last lens I bought. But this just seems like BS. So is/did it go up recently (like faster than the internet prices can even reflect)?