I think $7-$10/sheet is pretty standard for most grocery stores. Not sure what Walmart charges. It doesn't matter if it takes the whole sheet or not, you're still getting the whole sheet. Sheets cost $28 a package and ink is approx. $100 for a set of cartridges then there is the cost of the printer not to mention the time involved in setting up the image to print. I don't see that price being out of line.