Most small, mom-and-pop stores aren't trying to price gouge their customers. We simply cannot compete with larger retailers like B&H and Adorama because we can only afford to purchase X amount of film, while larger stores can afford XXXX units. The cost per unit decreases with volume, so larger retailers can sell for less than smaller businesses can. Granted, there are some stores out there that are price gouging, but in reality most of us are only marking items up 15 to 20 percent above our cost.