I certainly won't pay their prices. There are plenty of very good cigars out there in the $6 / $7 range that I don't need to pay $40 for a smoke (and actually, plenty in the $3 to $4 range too). Even if they are 'better', they're not THAT much better; the law of diminishing returns applies. Truth be told no matter the price, about 6 bucks worth is all the enjoyment I get out of a cigar - about the same price as a good pour of decent wine. Don't tell the Nannystate but if every cigar cost $40 I'd never smoke another one. I simply don't enjoy it enough to shell out that kind of coin.