Farnell and RS in the UK are now out of stock of just about all Atmel parts, delivery out to June 2011 on some parts!!
So I am not surprised that prices are going up, market forces will do that.
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Tim Mitchell
In Russia, our local parts providers have a rich experience of "in-suitcase" delivery directly from China :)... but it's so risky, we had several problems with non-conditional chips.