$5.98 a bag is obviously not viable, but truth be told, I'd dare say while $9.98 is a good end of season clearance price, it's even cheaper that Kingsford and nearing Royal Oak price range.
I think $13-$15 is a good price range as it "shows" that Weber Charcoal is a premium product but not cost prohibitive. Before the end of season clearance, I'd been nursing the two bags I bought to try because $1 a pound is a bit much....
Even thought this is my hobby and I have a "little something" in my monthly budget for it, cheap bastard that I am, I just can't justify $20 a bag when Stubb's is $8-$9 all day long.