I'm not falling for it either. The only beef we buy now is ground round most of the time. Which ever is the cheapest on sale is good enough. I like my beef pre chewed with that big machine they have. I think the stores are gouging on holiday weekends thinking everyone will spend on a grilling party.Went to the grocery store today. Rib eye steak was $17.99 lb. The one I was looking at was just under a pound for sixteen something. I said no thanks. People keep buying it like it's no big deal it'll just keep getting higher. I don't know who's doing the gouging but I'm not falling for it.