Is it a bit cheaper than competitors? Sure, but water is even cheaper because that's basically all you're getting with this product. It runs thin, does not sud, no grease cutting power. Paradoxically, for some reason it leaves my hands really dry though. I have to re-apply 4-5 times just do some cups and bowls, so is it really the cheaper alternative? I've never been happy to do dishes, but i've never been angry either....that is, until my wife bought a 4.2L jug of Sunlight. The upside is, if you don't like the product, I have some good news - you'll use it up really fast.