Sounds like you're shopping at the wrong place. Outside of gay porn, I couldn't imagine anyone paying $40+ for a new release.

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Welcome to Ontario. New releases here are generally half a year old to begin with. They start around $40 then the price drops to $20 after they've been on the shelf for a month or so. My ex gf used to manage for one of the major adult chains up here and told me they purchased wholesale for four to six dollars. Since I learned that I stopped purchasing altogether.