This has always been the case for most products though, retail is expensive. If I want to pay £55 for a bottle of Lagavulin, I buy at my local shop. If I want it for £43, I buy at a shop a few tube stops away, or online.
But there's expensive and expensive, whilst I'm aware that I could save some cash by buying online, but I also like to support the bricks and mortar stores, in my own small way, so that hopefully film will be something I can continue to pick up in person and start shooting that day, rather than send away for, and wait for delivery.
This week I went into a store in Manchester that I know always has film, and bought a single 35mm roll of Fuji Pro 400H and had to pay £10.25 for it.
It took an awful degree of self control not to swear when the assistant told me the price.
I checked the receipt later to confirm that I'd been charged for the right thing, and sure enough I had.
I had been wondering whether they'd priced it alongside the transparency films, but looking at their site now the prices are ridiculous
Superia 200 is £7.19 for a 36exp roll (or £1 with Agfaphoto printed on it from the poundland)
Superia 1600 is £10.79
5 packs of Reala in 120 have jumped £11 in one go
Whilst the film in there is stored in a fridge, which isn't always the case from other retailers, I can't see myself making a return trip there any time soon.