The thirty dollar price point is still a goal, and isn't something that has been forgotten. Unfortunately, with our latest hoodies, very few were actually produced and made available online. As a result, prices were increased.
Looking down the road, you can expect to see a majority of products in a very reasonable price tier. Some products will obviously be more expensive (such as a jacket that you'll see, made with materials from Japan). At the end of the day, outfitting those who love the mountains (and skiing) as much as we do is one of our main goals!