In a striking reflection of the current memory shortage, Michael Crider at PCWorld highlights just how absurd the situation has become: San Francisco Bay Area’s Central Computers is now selling RAM with fluctuating prices akin to the daily specials at a seafood restaurant.

A notice posted in the store’s display case, observed by Steve Lin, explains, “Costs are fluctuating daily as manufacturers and distributors adjust to limited supply and high demand. Because of this, we can’t display fixed prices at this time.”

This approach is not unique to Central Computers. Micro Center is reportedly adopting a similar strategy. A message within the store, photographed by Redditor CassTexas and shared via Tom’s Hardware, states: “Due to market volatility, we ask that you please see a Sales Associate for price.”

The rapid escalation in RAM prices is significantly affecting the affordability of computers, and the ripple effects could soon extend to other sectors, as RAM is a crucial component in devices ranging from game consoles to smartphones.

Not long ago, I purchased 32GB of RAM for my gaming PC at a fraction of today’s cost. The price of the same kit has skyrocketed by over $300, jumping from $130 to $440 in just three months. Other configurations have seen similar surges, with some doubling in price since October. While a 32GB kit might still be found for around $230, a 64GB DDR5 kit could set you back anywhere from $700 to $900.

According to industry insider Moore’s Law Is Dead, Microsoft might be forced to increase the price of Xbox consoles once more to offset these costs. In contrast, Sony appears to have secured a supply of RAM for the PS5 that should last several months.

Epic CEO Tim Sweeney says it may take years for high-end gaming to recover from the RAM crunch, because of AI. He says “factories are diverting leading edge DRAM capacity to meet AI needs where data centers are bidding far higher than consumer device makers.”