Not that I ever would want film prices to go higher, but I really can't complain about, at the very least, Ektar 100 going up15%. $4.95 (USD) at B&H, which it still is as of this writing, is a bargain if you ask me. Well, a bargain compared to the prices of most other good color films these days. I would buy it at $5.95 without much thought. That said, I wouldn't want to see Porta go any higher, excellent as it is.
Quick aside, I went to my local photography store yesterday to pick up a Wein battery for my Leicameter, and while there I asked, out of curiosity, how their film sales have been lately, and they told me film is selling very well. They have no complaints. Granted, this is a store (Hunt's) located in a good-sized city (Boston) and across from a photography school, so it's not exactly a fair representation, but I was glad to hear it anyway. The guys in there are all relatively young, and while they all shoot digital, they also all still shoot film. Unfortunately, I can't bring myself to buy film from them. Too expensive ($12 and change for Provia 100F!) It's usually B&H for me for color and Freestyle for b&w.