When I shop I don't look for the cheapest price, I look for the best value. Sometimes the most expensive option is the best value, but not often. For extra virgin olive oil, I don't use vast amounts so the best tasting one is the best value. The two top end products here are Bertolli and Philippo Berio. Bertolli is $2 or about 15% more expensive but is it better? I put a few drops of Bertolli on a plate and a few drops of Berio beside it. I dipped my finger in the Bertolli and tasted it. A mild flavor, no after taste. I drank a little water to cleanse my palate and dipped my finger in the Berio. It had a stronger flavor and a distinct bitter after taste. That solves the dilemma, Bertolli tastes better so it is the better value even though it is the more expensive. Too bad I just bought a bottle of Berio!