I agree but the increments are already in place for other cosmetic lines, i.e. Armani, Chanel, EL, BB.. everything has already gone up. MAC is trying to keep within the range their customer is used to. The comps for MAC would be NARS, Tarte, BB, EL, Lancome, Shiseido.. and the list gets longer and longer. this might not seem like the EXACT moment.. but it already is. Prices have gone up across the board, and sizes have also become smaller. Anyone who wants to buy MAC will have to keep on shelling out more money. Please don't shoot this messenger.. I only post what I already know. thanks.