While that's true, you're assuming that the increased production is outpaced by the increased sales - which is neither evident nor necessarily true. Also, you need to factor in general inflation - no one expected $60 to remain the go-to AAA price for much longer, for years now. That's completely normal economics. People tend to underestimate inflation's impact on prices over time; you can't really compare now to 20 years ago. Even 10 years is on shaky ground.