Just realized that they doubled the price - which means I probably won't be buying it again unless it ends up being an absolutely amazing product. I still have 4 wks to go on my run, so we'll see how it ends up. They have a right to jack the price up on their products, and we as consumers have a choice to not buy those products. Yeah, I think it's a bit over the top to double the price, but if that's the way they want to do business, it's their call. They're probably just trying to cash in on the excitement and novelty of the product. Once its been out for awhile, I suspect the price will probably come back down to a more reasonable level. I can't see too many people shelling out $100 for something that's most likely not going to yield substantial benefits. I think I'll end up being happy with the results based on my early observations. However, if I had spent $100 for my bottle, I'd probably be feeling a tad disappointed right about now. It's all relative...