Others have elaborated so I won't repeat the obvious.  However, having spent lots of money trying every brand at just about every cost, this is simply the best currently available.  I was using JB Beard Lube.  Got this in a JB gift set.  Wow, what a difference.  Beard Lube is now relegated for "personal" grooming.  I prefer the smaller tube of this JB sells as its easier to dispense a small amount.  A little goes a long, long way.  I'm talking you only need a dab rubbed between hands to cover your whole face with a rich, smooth layer of shaving goodness.  Highly recommended!