We happened to be in a shopping plaza with a Wal Mart so we stopped in to see what they had. My wife likes All that is unscented so we found it and checked the price. The container said it does 96 loads and the selling price was $17.97 or .187 per load. We were headed to BJ's Wholesale Club (similar to Costco for those not in their territory) so I figured we get it there at a similar price.
BJ's had the same All detergent but it comes in a larger container that says you can do 150 loads. Selling price is $13.99 or .093 per load!
My wife also takes a couple of generic OTC drugs that were less than half the Wal Mart generic brands.
You can attempt to brainwash people that you have the lowest prices, but the proof is in the shopping. You really can live better for less if you pay attention.