Why are you paying more? It's called inflation, which in real terms runs above the official figure.
And at the end of the day, vote with your feet. Don't like the price? Don't buy the product. Nothing GW produces can be considered a life essential. It's all luxury.
Do however stop focussing on the price, and consider the entirely subjective term of value. As an active (at least once a week) gamer, and someone who however slowly does paint all his stuff, the hours I spend actively engaged in hobby activities, I get pretty terrific value for money. Yes I still make budgetary choices, but lucky is the person who can spend without one and not have it pinch before payday. But when I spend £100 on models, I'll get more out of them than any equivalent spending. Cinema for instance. To get there, in, fed and watered and home again? Thick end of £30 for not much. Pub? Dunno about you, but I can easily tank my way through £40 in a night with little to show the next day except some happy, if hazy memories, and quite likely an evil hangover the next day.
So.....price is a problem because?