supply and demand! fortunately (or unfortunately), demand has been high in certain parts of the world, and despite repeated price increases, the watches are still selling, therefore the manufacturer can still get away with it. At some point, it will hit a sweet spot in price where it won't sell, and that's when trouble will arise in this market. Where this sweet spot is, I'm still waiting to see. On a personal note, it has already hit my sweet spot, since I can't just buy a PP on a whim, due to the price.