Exactly, the alternatives for us are better both financially and for our cats,but my mum and lots of other people whom i know have pets that are fed on your bog standard food and live a long and forfilling life Think it's what works for you and your cat/dog..as most pet slaves not only cannot afford to give their chosen pet/s the best and healthiest of foods but haven't got the time and for every bit of internet info that states as many bad things in these foods, their are just as many that state how untrue and why the first is,suppose it's who your getting the best discount off at the time but also DNC'z Whiska's aren't gonna tell you anything different are they-especially when your consulting one of the companys representatives so-if your really that interested then just do as much research as poss,go to different seminars that argue both sides and where you may gather actual solid evidence and make your mind up,i think it's a fascinating subject and find it so interesting but at the mo for us our cats/kitts are fed on the same varied diet and are happy,confident and healthyI suppose it's like humans in a way that some can be ultra healthy in every aspect possible-and still get allsorts of pox etc and some will eat nothing but heartattacks on a plate or buttie and live to accept their 100th birthday card off the queen