I'm wondering how much of the mark-up was actually spent on design and production costs. Their ESF non-iron section exploded with options. I just took a look at their selection and it has at least tripled if not more. I also don't know if this may be a reason for the price, but I noticed each shirt for the ESF non-iron line now states "Supima" prior to it. Did they always use Supima cotton? Their regular cotton shirts don't carry the Supima tag.