I agree. There are less expensive alternatives, but Scott's products are excellent. The only issue I have with Scotts is that they over market their 4 step crap. For example, they tell everyone to put down weed n feed, whether they really need it or not. In many cases, some simple spot treatment of weeds is more effective and better for the environment.
Beside the cool season grass issue, I don't know what kind of fertilizer he expects to put down in Spring and still have it being effective in July/Aug.
Only need to feed it 3 times a year, because this product is so special? Scotts or similar turf fertilizer only needs to be applied 3 times a year to produce excellent results. Maybe his lawn epiphany has less to do with the product and more from going from over fertilizing in summer to a more reasonable application.