I started using this toothpaste on a whim, based on rave reviews. Loved it, but felt like it was overpriced for... toothpaste. So I went back to regular toothpaste (Colgate, Listerine, Tom's) in an effort to manage costs. Suffice to say I just bought another tube of Marvis yesterday, when I finally used up my last tube of the other stuff. There's just no comparison in flavor and how clean my mouth feels with this toothpaste. I also find the regular brands have a horrible sweetness that I can't stand (even Tom's, which is the least offensive).