Sterling soap is around $13 a puck and so is Mike’s natural soap, depending on which scent. And are similar quality to his most expensive line which runs about $28.(Long response, but not, I hope a rant).
Well, then, this is a whole different matter — the endless one of why pay more for any soap when you can get some solid soaps for around $10-$15? In actuality, of course, a vast number of words are spent on B&B praising soaps that make A&E look, if anything, either right in the same league or cheap at the price. The current A&E line has three basic bases: Pedro Fiasco base at $15/puck, Kaizen at $20; and Ultima at $25. That’s pretty darn middle of the road, comparatively — or cheaper. Just to take a few soaps that are exceedingly popular on this website — both artisanal and larger companies, including the highly popular hard English soaps, but also, say the Castle Forbes cream — as comparators: Grooming Dept $29/puck; Saponificio Varesino $30-$50/puck; Castle Forbes cream $44/puck; Truefitt & Hill $38/puck; GFT $25; Martin de Candre $70/puck; Tallow + Steel $23/puck; Declaration Grooming $22/puck; Abbate Y La Mantra $36/puck; Gentlemen's Nod, $27/puck; Wholly Kaw $30/puck; Ethos $36 or $40/puck. And I could go on: some Zingari at $30; Henri et Victoria at $27; House of Mammoth $25…..etc etc. (Pulled most of these prices from Maggard’s and within any company there could be slightly more or less expensive soaps.)
Some people — heck, many people — are willing to pay more than, say, $10-$15 for a soap/cream because they do find more expensive bases to be better, or to smell particularly nice or provide a combination of quality/scent. The soaps I listed all have their fanatics and can often be found, some even day after day, on shave of the day or in other threads here. My preference is for the quality of the shave and, to me, A&E is in my top rank, along with Canadian Shave, T+S, MWF, SV, Grooming Dept, ADP ($90 a container!). I also like, for instance, the Stirling beeswax unscented, but not other Stirling soaps, though I think the beeswax is, for me, a touch below A&E Kaizen. I’ve tried other $10-$15 soaps but none of them clicked; so, for me, a Wholly Kaw (at $30) or an SV at $40 is indeed worth it. I get great shaves and even, at top end, probably pay about $1-$2 shave. I suspect I pay more for potato chips on a monthly basis than for shaves.
So, it’s all personal. In today's world, one can find darned good soaps at nearly all price points. We each can enjoy trying to find something we think works better. It’s the same debate as to why pay $400 for a brush when a good synthetic can be had for $25 or why pay $600 for, say, a Rocnel or Wolfman razor when other razors are a fraction of the cost. Folks pay top dollars sometimes because they’re searching for what, for them, is the ne plus ultra and also because they could have the funds to indulge at some price points that more expensive. Long posting but the bottom line is that A&E is, I believe, not a particularly expensive soap and, yet, for many (like me) it gives me great shaves, time and time again. I'm sure yet many others, perhaps more, have used A&E and said, "meh, not for me." Everyone's mileage differs, in short. To me, the point of this thread was to try to evaluate a particular base being put out by one particular and fairly popular artisanal soap maker. Still would like to see more responses as to that.