I think everyone is right on this one. A lot of basic moisturizers out there do the same thing ... moisturize. Depending upon the ingredients used, it either works by coating the surface of the skin to prevent evaporation & dryness or going further (humectants) by drawing moisture from the air into the skin. Ideally, more expensive products cost more because they use higher, thus more costly, technology in either formulating the moisturizer or in the ingredients alone. Ex. Vitamin C is unstable but strong antioxidant. It cost more because a lot of research goes into keeping the formula stable as well as making the container keep the formula stable. Moisturizers with antioxidants not only help your skin stay hydrated but also protect your skin from environmental pollutants & sun damage. However, the most trustworthy and proven antioxidants (ex. Vitamin E) no where cost as much as companies charge the consumer. Some companies market ingredients that they claim are stronger than traditional antioxidants; however, these ingredients have not yet been accepted by the medical community as having the benefits the company may claim. This is because companies need to keep business hot by introducing new products all the time. Many times, we also pay for the brand name, image, and identity that goes along with it. Also, some people are willing to pay more for an attractive package...and companies know this. Sometimes we pay for those things that don't benefit out skin at all but do attract our other senses. For instance, many companies put fragrance in their moisturizers, whether it's all natural or chemical, it is an irritant. However, many customers overlook this fact, because they want their moisturizers to smell good or to smell like it's working (ex. mint in shave cream which feels like it's working but is an irritant...ask any dermatologist). Anyway, that's my experience. Blah...I talk too much...LOL! This is a very cool and fun forum by the way! Thanks!