I have not yet seen prices in regular supermarkets, but I did see them in Costco for $16-17 a pound. I am willing to bet that the other Israeli brand will be comparable prices. I agree with Dr. E. Rethink your matza habits and don’t go with brand x bec. that is what we used (and have overpaid) for generations.
Whatever you buy, stick it in the oven for 5 minutes on 300 and it will taste better than the $50/ pound stuff that was baked on chanuka. I am surprised how few people try this simple trick and just kvetch every year about the taste of their matza.