If people will pay $4 for coffee, why not $5 for toilet paper? (Actually, I can think of plenty of sensible reasons why not, but what fun would that be?) I think they should introduce another line with silver and gold colors at $8 and $15 per roll. There’s probably a whole world of high-end toiletries that I’m not familiar with, but this is a good place to offer luxury items at a superpremium price. Like a special silver toothpaste dispenser with super fancy toothpaste.