Not true, whilst 3 packs may be configured to be retail friendly, Yodobashi in Japan which has a large online offer regularly has 3 packs in the top 6 sellling items in 35mm. Why, because its the cheapest way of buying Fuji CN film in Japan - as 3 packs are about 10% cheaper per roll so ultimately this is all about increasing prices. A 3 pack is also about as much as the av consumer might want to buy at anyone time.