Sounds about as proud as people are for the ULV version. I was buying it for a while because I figured it was a better fluid than the Mercon, but I can't justify paying $14 a quart for it when the Mercon is $6(ish, haven't looked lately)
Auto parts stores such as AAP have memberships that allow you to use discount codes on regular priced items plus $peedPerksDollars(from past purchases) that can bring down the cost of the items you buy, thus charging higher prices for items.
I just use the Motorcraft brand since that's what the Ford dealership already had to do my Trans flush & fill. That price is getting out of control but most oils are right now.