>do you think that 10 bucks per loaf of bread is a reasonable price? Even the reviews on their website indicate a lot of people think it's expensive.

Eh, it's sort of like anything else. People spend thousands of dollars on speakers, which is an unreasonable price to me but a reasonable price to the buyer. If you want bread that fits into the keto diet, "reasonable" is just a matter of what it's worth to you.

I also think that for many medium-to-high-income consumers, paying a $7 premium on a food they want is not that significant.

But I've never seen their product in retail stores. I put in the effort on chasing down the money more out of principle than hopes that I'd get any significant money out of the deal.