I could have sworn it was $28 (SD version) when I looked recently, but it's $35 now that the season has started? I was going to buy the last season at $28, but raising the price after the season stars soured me on the whole affair and I'll likely be avoiding iTMS TV shows (still). If they had even just said "price goes up after 2/2/10!" I would have just bought it back then. Or am I nuts and his always been $35?