Well, it's a great product, but $4.39/gallon is tough. Many people just use plain, unscented 8.25% laundry bleach. I use pool shock which is the same stuff but at 12.5%. I try not to pay more than $3.00/gallon and sometimes I get it for $1.99/gallon at Menard's on sale. If you're handy at math you can figure out what is the better deal for you. If germicidal was cheaper, more people would use it!