Lol. I think the first time I saw watermelons advertised as each, rather than per kilogram, I was blown away. It was like $20 or something, but expensive. But when I took into account how heavy they can be, and that they are normally sold per kilogram, that was the main reason for my price shock. This said, prices are going up. Also, I'm the conspiracy theorist, so if I'm sounding like common sense, the world has *really* changed!