It's just beer. I feel if a beer is overpriced or someone is price-gouging, I'll find something else to drink. There's no way I would pay 2x's what a beer is worth (or suggested retail). I'll go without and try another beer that might be just as good and more properly priced. That said, I bought one bottle of CBS for $16 at the grocery around the corner. My only regret is that I did not buy more to sell to my friends at cost.