What can I say? I'm a cheap date...I love this stuff...well-chilled and slathered on hardboiled eggs in particular...I even add it to freshly made thin-crust pizza...it's relatively inexpensive and while this black version (like the red) obviously has some added dyes, the "pop" is nice, the flavor salty and I'll order again as long as the price remains the same...a fun treat to have on hand when I'm craving the pop and flavor of lumpfish caviar :-))