Blame Masterchef Australia…!
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Our independent butcher in Brisbane sold them for many years (a least a decade if not more) along with other cuts. It is only in recent times that they have become more mainstream…along with brisket, shin and other non-traditional cuts (rump, fillet, sirloin, T-bone, chuck etc).
Slow cooked, beef cheeks are delicious and one of the better cuts of beef. Many people won’t eat them because they are ‘cheeks’ and different to what one may have bought in the past.
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Customers have been happily consuming beef from the cheeks at the other end of the cow for centuries. Round/topside avoids a more literal description of butt steak/roast. 
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What was the price when he started selling them?
Coles are now charging $18.00/kg for beef osso bucco and $16.80 for beef brisket in stark contrast to corned silverside at $8.00/kg and has to be corned, not sold raw like brisket.
My old grandad used to say "All they teach them at university is how to cheat and thieve.
He would have awarded the supermarket managers an Honorary PHD for their efforts in inflating meat prices.
They didn’t change much over time. Last time we bought them (start of the year as no longer in Brisbane), they were just under $10/kg
If prices for cuts that used to be cheap are now rising how is that cheating or thieving? Maybe supply and demand ought to be taken into account or should prices be forever set to what they were way back when? If that is the case roast chicken would still be served only on feast days and holy days.
A far cry from Coles now $18.00/kg
Meat at supermarkets is significantly more than a some local butchers. Asian butchers being the cheapest we have found. The $10/kg was from an Asian style butcher.
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