11"x8.5" is about $0.50/sheet. That is about $0.00535 per square inch.
I roll of 13"x32' is $63. Same paper in roll format, which should be easier to package and ship it $0.01262 per square inch.
That means, per square inch, I'm paying 2.356 times as much for the exact same paper on a roll.
Price gouging much?