Yep, as I've said. You can't sell at high prices if the demand isn't there. It's a complex issue and there are many factors. I've had some small brands contact me over the last few years asking if I'd make bats for them. When you get into it they want mainly grade 1. If everyone, including batmakers and brands are wanting the same willow, it will only go one way. Plus in order to get that willow, you have to buy the other grades too, so obviously that goes up too and there isn't much you can do about it.
Bats don't last as long generally either. Whether that's down to the style of cricket now played, there sheet volume or the way bats are being made to give customers what they're demanding, who can say. But it again increases the need for more and more willow. Supply and demand.
Add to that costs for willow suppliers have no doubt gone up. Utilities, labour, machinery etc. So inevitabley the customer pays more. It's not like they all have their own small willow plantations either. Landowners who have willow will know it's in demand and will then hike prices no doubt.