Yep, sounds familiar. One of my local labs said the Australian Fuji Wholesaler charged them something like $15-20/roll of Velvia, so he had to sell them for $25 to make any money off them.
Then he started sourcing it directly (he didn't say, but could be direct from Japan or even B+H) for closer to $5-10 a roll and he can sell them retail for $15, cheaper than the Fuji wholesaler charged him (that was a year ago, before the few price hikes since).
Of course the only way he can get away with this is because he's a photo lab. He's not a shop that would be risking thousands worth of fuji digicam margins to save a bit on film.
Back to Ilford, I've checked cheapshotsau, and their FP4 is $1 cheaper in 5x120, and $1 more in 4x5x25s, then $5 cheaper in 135x100' cans, and $5 more in 4x5x100s (compared to HP5). Much of a muchness, really.
Still, that's all 50% more than B+H, but I only buy from B+H when I've got a huge order of something else and it's worth the $70 shipping, then I throw in a few rolls of film (not often).
