A guy over on warseer posted this and I thought it was so utterly accurate and funny, I thought I'd share:

"GW: "Okay guys, price increase time. Units of 20 models now cost $30 instead of $25. Sorry."

Dan: "Alright, seems fine to me"

GW: "...really? Wow, we thought you'd be mad. Would you pay $35?"

Dan: "You just said they were $30."

GW: "Well they are. Due to increased costs, however, they now cost $35 for 20 models. Take it or leave it"

Dan: "Siigh, fine. I'll pay $35"

GW: "Really? Wow, that went over well. Tell you what, since you're such a great customer they're now going to cost you the low low LOW price of $22."

Dan: "Wow, you guys are awesome!" GW: "Right, right. You only get 10 to a box, but it's still a great deal."

Dan: "That's a price increase, guys. I'm not an idiot."

GW: "Is it? Wow, we didn't even notice that. No matter, you seem to be fine with the current pricing scheme, right?"

Dan: "Well no. Actually I have some concerns, because I'm finding myself less inclined to start new armies as the cost to play seems to be increasing at a ridicul-"

GW: "Whoops, sorry. I didn't mean to interrupt your rambling there. Prices just shot up again. $24.50 a box."

Dan: "Okay, fine. I can't buy as much stuff any more guys. I have a set hobby budget and I'm going to allocate less of it to GW product if you keep doing this"

GW: "Okay, okay, look. Look. We like you. And because we like you we're only going to raise the cost of elite units this time around."

Dan: "To what?"

GW: "$41.50 for 10"

Dan: "...I don't understand how we made that jump. I'm now paying double the money for half the models that I was buying just 5 years ago. That's a 400% price increase."

GW: "Yeah but sales are down, so we need to boost them"

Dan: "That doesn't make any sense. I'm just not going to buy the set that doesn't have any value."

GW: "Nuh-uh. See, some people are buying them."

Dan: "Is it the amount you were anticipating?"

GW: "..."

Dan: "..."

GW: "...okay we just crunched some numbers and it seems we're looking at another price increase here.".

I think that will be my last GW pricing moan for a while..... just looked over my shopping lists and I need to find £280 for some eldar before they go end of life.......