I just ordered 20 rolls of Reala from Freestylephoto.biz at $3.99 a roll. My last order of 200 rolls came from B&H at 2.99 a roll (some years ago). But looks like $3.99 is the new price.
I would go 100% digital too, except I know for a fact that my Konica cameras with Hexanon glass and Reala film provides me with a sharper image, much more vibrant/saturated/realistic colors, and a much better sense of dynamic range (we called it Latitude in the film days) and depth.
So...I will pay the extra dollar, and be happy it's still available.
This is my first order via Freestyle, if all is well, I will be ordering more Reala from them.
Also...over at Photo.net, the same question came back with: B&H and Adorama demand a lower price from the distributor, and are often 'Out Of Stock' when others (who sell it for more) wil have it...
It's a case for the distributors looking to get the most they can, for every roll.