Drastic price increase

I purchased a Genisis hydrovac about 10 months ago. My decision was based on the advice given by the Verimark consultant at the Cape Gate Makro. The decision was based on availability of spares as well as the affordability of the spares. At the time of purchase, the price of a filter was R20 as compared to the competition's price of around R60 for basically the same item, so it became an obvious choice. I have bought more than 30 filters during the past 10 months at a cost of R20ea as they tend to clog up quickly. Without any justification or explanation, the same filter is now being sold at R70ea. I do understand that there are price escalations from time to time, but surely they need to be moderated or at very least be kept in line with inflation. How do Verimark expect their customers to accept a 250% increase in less than a year especially on a consumable item. Absolutely ridiculous.