Maybe $25 is not such an unreasonable price for a 20-pack of cheap face masks, in these jittery times.

At least that’s what some people said in response to my column earlier this week about the suddenly inflated price of face masks – a very hot item right now, if you can find them – at GTA retailers.

With the province setting up a snitch line to report price gouging on commodities in scarce supply during the COVID-19 crisis, I asked in my column if a box of 50 non-approved masks that cost $10-15 before the crisis, but sells for $45-55 now, amounts to gouging.

A hail of email rolled in, with many readers saying it’s obviously gouging. Some said it was a dumb question. But I was surprised by those who said a big price hike isn’t necessarily excessive, given the circumstances.

Kathy Vurinaris said she’s an importer who has worked with “FDA CE certified” factories in Asia for many years, but not purchasing masks.

“They have been reaching out to me in recent weeks about selling masks in particular, just knowing the opportunity and demand.

“Just so you are not spreading misinformation and making innocent folks look dishonest, the actual cost of masks has doubled in the last 4 days. Since global transportation has also ground to a halt, shipping costs have also doubled.

“The masks you show in your article are fairly priced, if not well priced.”

Wilf McQuinn raised a valid point: “Is it any different than gas prices that seem to miraculously rise every long weekend, or the air flight rates that rise as the aircraft fills up? Why is the price of an air ticket or hotel room more expensive over Christmas/March break?

“Is it supply and demand or the companies gouging? If the government starts charging the present price gougers, perhaps the airlines, oil companies and hotels should also be.”

Joanne Miehls noted that some retailers may have bought masks “at three times the normal price from an unusual source,” which makes it “a valuable service for their customers.

“And they should be able to sell it for an amount greater than they paid for it. It’s unfortunate that it won’t be affordable for everyone. But would it really be better if it wasn’t offered at all?”

It’s far from the first time that prices for highly coveted items have been jacked up when demand surges. And there may be factors beyond simple supply and demand that influence wholesale and retail prices. It could well be that the retail markup is not excessive.

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But now that we know the best reason for wearing face masks is that they can greatly reduce virus spread from people who are infected but show no symptoms, demand for them will surely spike in the coming days.

More on that next week.