Sony Lens Price Increase

I heard it from a friend who visited a local Sony store to buy a lens, he was told that he should buy now as tomorrow, new increased prices will be in effect. Now I'm normally a grain of salt guy, trying to make sure if something is true before really believing it but seeing the Sony website reflect the new prices lends credence to this event.

Now this ISN'T the first time Sony PH changed their prices in their website and retracted it [it may have been a foreshadowing of this change] but this may be very likely a permanent change. I also heard from a reliable source that the change in price is indeed worldwide. Funny that while this is happening, Sony USA still has rebates for some for their lenses, but a rumor about this increase was already published here and the changes are mostly from $0 to $100 USD for most lenses and on the few really high quality lenses, its $200 and a $700 price increase in the 300mm f2.8. Now note that the prices there are ust rumors and unlike Sony PH, the price on the US site has not been updated but its inevitable apparently.

Most people will not be affected since a lot of people use Canon and Nikon [which I believe will increase too IF the reason for the increase is the supply issues from the floods] but personally, this is like a slap on the face, wake up, Sony IS a premiere line and the prices will reflect it. No wonder people think I'm rich when I pull out my Sony...

In the past this wasn't so, its easy to source cheap[er] lenses and gear but looks like thats not the case now, am sure even the second hand market will increase in price now but how many people will choose Sony over the rest? That is for the most part an open book. Personally, am gonna try and weather this, I'm not buying lenses from Sony anytime soon anyway so its ok, but I pity those who just got in and are finding the joy of shooting with their Sony's. it's gonna be a rough and tumble trip when this completes and comes to pass.