I have been a customer of theirs for a couple of years now. They are by no means a cheap product - in fact, they have such a superior taste and quality to them that, since buying wild, freshly caught, frozen Salmon, Sablefish, Halibut, and Prawns from this group, I can't imagine eating farmed fish, much less giving my money to a grocery store for their so-called 'fresh and wild-caught' fish. The middle man is cut out with them and so you get your product fresh and direct while working directly with the fishers. Both guys that run this stand at the Ahwatukee Farmer's Market are fishers and can educate you a great deal on their products and fishing practices. My frequent travels to AK have also given me a better understanding of the cost and logistics required to support wild-caught fish product shipment to the lower 48, so the cost is highly justified. I challenge you to prepare one of their Sablefish portions (my current favorite for it's super-duper-Omega-fatty content) to the required minimum of 140deg with but the simplest seasonings (salt and pepper, squeeze of lemon) and not fall in love with it. You will die in mouth-watering goodness... buttery, soft, flavorful, so good for you! It's the best!! Also, check out their site for prices so you don't get sticker shock :)