That's a good price for Ultra, but as Quattro Pete wrote, only if you need it and can use the grade(s) available.
For some Ultra fanatics, this would be a price that would drive them to buy every quart on the shelf.
You read a lot here about folks obsessed with finding Ultra as Walmart draws down availability in some stores.
Too bad that they weren't as interested when the oil was readily available in every Walmart.
At the Walmarts around here, Ulta is readily available, with not a single quart or jug on clearance.
Maybe some stores in some areas just couldn't attract enough buyers for this premium priced oil.