Personally, I think people think $.40/lb for dog food may not be to bad, also think $3.00/gallon gas isn't to bad, also think food prices are good. Well, it seems to be the same with everything, price just creeps up a little at a time. Before you know it things have went up 40-100% and people don't think its bad because they have been "conditioned" to it. Now if itwent up by that much in 1 day,I think everyone would surely notice and care more than they do. I understand, these companies are in business to make money, but sometimes it seems the price increases just seem excessive.