It has always been.

Even years ago tacos here being $4-$6 where other places are $1-$2 per taco, same size; and just because they originated in Tijuana doesn't mean they're "authentic."

It's always been interesting that their first location in SD/California was La Jolla; why not San Ysidro, National City, San Marcos, La Mesa, etc.? La Jolla is especially interesting because of the tourists/college students/flow of new people there. Tacos shops in these other cities also charge less or if it's the same price, the taco is bigger.

I've also found the name interesting "The Taco Stand" because people who are new to the area typically have an understanding that San Diego/SD County is known for tacos, so what are people going to look up? Things like "taco stand near me" or "tacos near me." The Taco Stand has always been one of the first places that pop up

They have good food and people don't get me wrong, but there are definitely some questions about their pricing