Here's the bottom line IMO, Halo has invested some money in to their business unlike others out there. just think about it... When you go to the Halo site, there is eye catching EVERYthing, unlike most sites where they sell tobacco juice with a picture of some tobacco, and cola juice with a picture of a glass of cola... They have BRANDING, and that costs money. It's simple business, if you invest more money to sell a product, you have to charge more. I don't think for a second that the eye catching emblems and branding hasn't infact made the juice BETTER in your mind, that being said, I will be trying other vendors because my wallet is light, and if the price of the juice were to drop I WOULD stick around... but I completely understand why this stuff is 20 bucks a bottle. It is quality juice, but simply too much $ for me at this juncture. Oh and if you try and say that it is not THAT much more, most vendors charge around 25% less for their juice, and shipping is the same... 40 bucks for 60 mils @ 3 mls a day = 2.00 a day.. too rich for my blood. with adding in cartos that puts me at about where I was smoking Pall Malls, and it was too expensive then, too expensive now. Although the quality of life is priceless. If I could afford it... I wouldn't be going anywhere else.