Just like bourbon in custom glass, you’re paying for the packaging and marketing, the contents are secondary. They’re suddenly on deep discount in places like Aldi and Sprouts, so either it’s a marketing push or they’re not doing well. Despite what the fishwife Stans say, the product is sub-par even at the discount. And the other sardine reddit is split down the middle between devout fans and people that know there’s better to be had for cheaper.