I was wondering the same thing , it is 3 to 4 times cmore deer and stuff like it surely it cant be that much better , logically how can you really judge that stuff you would have to have the exact same factors in any situation to get an acurate reading. It cant be that much better than the rest. But paying 25 as aposed to paying 8 makes you feel like it. All the atractants have pretty much the same stuff I dont think it is patented and and scientists who work for the big companys knows what the deer like. baiting is ilegal and they dont like salt in the winter so just so either way it doesnt really matter... hope my 2cents helps/..