Michael Crider’s headline at PCWorld today perfectly captures how ridiculous the PC memory shortage has become: stores like the San Francisco Bay Area’s Central Computers are beginning to sell RAM at market prices, like you’d pay for the catch-of-the-day at a seafood restaurant.

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

Micro Center is apparently doing the same: “Due to market volatility, we ask that you please see a Sales Associate for price,” reads an in-store message captured by Redditor CassTexas (via Tom’s Hardware).

It’s hard to overstate just how quickly the RAM crunch is changing the affordability of computers — and it might soon impact other realms as well, as everything from game consoles to smartphones require RAM to function.

Three months ago yesterday, I bought 32GB of memory for my gaming PC and the price of that exact kit has more than tripled since then. It now costs $300 more. ($440 vs. $130, in case you’re curious; a more common version of the same kit went from $105 to $400.) Some prices have doubled since October, and while you can still find some 32GB kits for as low as $230, a 64GB DDR5 kit can easily run you $700, $800, even $900.

Leaker Moore’s Law Is Dead claims that Microsoft may have to raise Xbox prices yet again to compensate, but that Sony has stockpiled enough RAM for the PS5 to last some number of 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.”