I don't pay full price for it though, I bought the first two OCIs worth of it from Part Source, the first time they had a save the tax event, and the second time they had their $25 off when you buy $100 deal. Then on my most recent purchase I got $40 off at Canadian Tire because of a 25x the points deal on synthetic and $25 CT money when you spend $100 deal (I got that deal when buying Castrol 0w40 for my wife's car, also got that oil for $27.99 a jug) And with the purchase of ESP 5w30 at CT I also got 25x the points and $20 in CT money again, so I immediately have $40 towards my next purchase of this oil (and by the time I need to buy it I'm sure I'll accumulate a lot more CT money)