Yes, I think they trade on the supposed scarcity of it as well. Happy to have tried it, but there are other trappist beers I prefer, like Westmalle Tripel for example. Don't think I've tried Rochefort 10 so will keep an eye out for it, thanks.
Last year, whilst in Leuvens, Belgium, I found a bar with the fabled Westvleteren XII, considered by some to be the best beer in the world. I paid £14 for a 330ml bottle.
The Wetherspoons next to Chichester cathedral (my local) does cheap ales on a Monday, and combined with vouchers I get from...