The industry works pretty much like this hypothetical example
1)buy 100 pounds of raw material and pay 8 dollars a pound
2)buy 1000 pounds of raw material and pay 6 dollars a pound (even if you buy it multiple times a week)
3)buy 25000 to 40000 pounds of raw material and........
We took the conservative route with Phil's product to start, saw over time that its popular and we are willing to extend ourselves to acquire the very large amounts to get the serious price breaks for raw material for his product. Along with that we took note of any complaints people had with its makeup (lacking tryptoph etc, etc, etc ) and improved it on many fronts...it will also be slightly higher now in protein per tablespoon.
but if you guys want a fancy shiny red-hued translucent bottle with a very fancy label on there.....that will probably make the price go up 2 bucks a bottle (at least)