One can find alkaline batteries quite correct to less than 35 cents unity and these super Duracell "Ultra Power" are four times more expensive! To explain it, what the manufacturer announced last much longer. That's right what has this reputation that i checked often. Moreover, that model is described as even more powerful than its predecessors However, I do not think what had 4 times more than basic alkaline, although this is difficult to prove. Duracell brings another advantage: Indicator of load. Pressing (strong) at both ends of the battery, you can actually see appear green, yellow or red, indicating the remaining life. This can justify the price if we really find usefulness. For my part, I reserve the use of these batteries in my camera on hikes. I havent demmener want extra batteries, and I nai not want to see my flat device! Charge Indicator reassuring and are powerful enough to go the distance. But for other uses, especially at home, I think of conventional batteries are more suitable.