I have already requested this - White/Light Blue options lower than the $100 mark. Will stock more of this fabric in future. :-) Keep your requests coming or you can also post them on http://facebook.com/moderntailor
I recently got a shirt from Modern Tailor and I'm very pleased with it - just need to modify by a few centimeters here and there and it will fit perfectly.
I'm just one person, but for what it's worth, I would start replacing all my shirts with Modern Tailor ones if you had plain whites and plain light blues around the $60 mark (before adding in costs for upgraded buttons, monogramming, etc).