Sad to see this film increasing in price; I purchased this 10-pack for $40 not too long ago here on Amazon, and as of today the price is $50. With Kodak Ultramax 400 currently selling for $3.29 per 36-exposure roll, $5 per roll of Superia might be a little hard to swallow.For now, it may depend on your taste in film and your shooting budget. In my opinion, Superia is the better film and I'm willing to spend the money as long as the price doesn't go any higher. If it does, that puts it too close in price to Portra 400 which would be my favorite of the three films but costing $7 per roll.