When it opened in the mini-mall on bedord av. i really liked this place. great addition to the williamsburg area. the prices were a little high but within reason for the convenience. recently, seemingly coinciding with all their "best of" awards in new york mag and village voice, they seem to have gotten greedy and jacked the prices up, way out of wack with the neighborhood. average prices seem to have gone from around $12 lb to $20 lb. anybody noticed the same? if Eli Zabar wants to charge $10 for a jelly donut on the UES, fine, but $30 cheeses in williamburg doesn't make much sense.