To start off with, this is an excellent product, though most folks probably don't need it. This whey protein is made up almost entirely of hydrolysated protein - which basically means it has been pre-digested into peptides and small chain proteins. A few years back, pure amino acid mixes were all the rage amongst strength training athletes. Then scientists figured out that single amino acids were not absorbed very efficiently by the body. Basically the receptors in the intestines can only accept one unit of protein at a time. This one "unit" can be a singular amino acid, or it can be a di or tri-peptide bonded amino acid. Effectively, by consuming these peptides you can absorb protein 2-3 times faster than you could by consuming straight amino acids. You also absorb this product much faster than a whole protein since the body has to break down whole protein with enzymes in the stomach. This process can take hours with whole food proteins (meat). Whole whey protein is broken down much quicker and whey hydrolysate (this product) is almost instantaneous.Platinum Hydro whey contains a very high percentage of these small, low molecular weight peptides which are absorbed with a very high degree of efficiency into the body. What sugar is to carbohydrates, this product is to protein. It basically gets protein into your blood stream as quickly and efficiently as possible.This effect is good for two types of people:- Intensely training athletes (especially strength training athletes) immediately following a hard workout session.- People who have trouble digesting protein for various reasons, which can include illness or old age.So yes, this is a highly purified, easily digested, extremely high quality protein. However unless you have an immediate need for rapid protein delivery, or have some sort of digestive issue, there are more affordable options for protein. All of these folks here complaining about the price of this product are doing so because they likely don't understand it's usage and they would probably be served just as well with a standard whey protein powder. A high grade hydrolysate protein is and always has been an expensive, specialized supplement.I have used this product before myself. I went through a 2-lb jug of the strawberry late last year. The taste is just "ok" and the texture and consistency is very thin. Consider this a functional product, not a tasty treat. I found that this product cleared my system VERY quickly and left me hungry again very shortly after my workout - which is to be expected. I did not notice any significant improvements in recovery or strength over regular whey protein. Because of this, I have moved to another, more cost effective product since then (Gaspari Myofusion), as I feel it's slower digesting properties are a better fit for me.So overall this is an outstanding product, just understand its usage and benefits before you buy it.