Playful Pancakes now cost $30 because that is the cost of a goat for villagers in Darfur. They are more expensive now because things are costing more in Darfur because it is dangerous there now so it is harder to get things.
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You might think "hey, there is no way I am paying $30 for a cat toy" but if you go buy a cat toy from the pet store even though it will only cost a few dollars it will not help save lives. And cats really do love Playful Pancakes. You can think of it that if $30 seems like a lot to you, just imagine if you lived in a village in Darfur and you had no money and no way of getting any. Then $30 would seem like $30,000 and you would never be able to get a goat.