Might it be a deliberate policy to discourage certain tourists?

Don't think so Ritchie

If the "certain tourists" are those I think you might mean, they are there in droves!

That's what you get for drinking coffee.  Do as the French do and bring your pic-nic, or if you really want to eat somewhere, go out of the Megeve area.  But Megeve is a really nice place I have to say...just not for eating, unless you don't mind throwing ridiculous amounts of money away on cheese and coffee.. like here in Switzerland.  They catter to Swiss clientele who still think that prices in France are cheaper than in Switzerland.... or who tend to dress up their Chihuahua dogs with fur coats.  Well, you get the idea.

So if they’re drinking lots of coffee, the price hike doesn’t work.

Still, it’s good to read that France isn’t always cheaper than CH.   I might even consider Zrh for my winter break.

Ritchie is correct, actually.  

The resort is more or less "owned" by the Rothschild family and they definitely don't want the British there - especially in winter, which is why you'll not find any of the big UK ski tour operators there.

I love the place and if it's the reserve of "rich and famous", I'd gladly pay 4.90 for a coffee (which incidentially is about what you'd pay in Starbucks for a cup of crap and no view!) to keep out hoi polloi, dahling! 

Set foot in Starbucks ?

Never on your nelly.

Well horror or horrors! Because of the above outrageous prices, we actually for the first time in our lengthy lives, set foot in McD's for 2 x hot chocolate, which turned out to be two for the price of one further up the road. Hope nobody saw us!

Haha!!  You made me laugh, Sheila.  

However, that's why they had to put the Macdonalds out of the centre - the Rothchilds didn't want it anywhere near the village.

So they wouldn't have to see hoi polloi getting their 2 for 1!!

'eha, who youse callin' hoi polloi?