I have had terrible luck with Williams since I started shaving with it. I got airy transparent lather every time. Today, I got my Omega 30005 boar brush back from my GF and tried the lather again. I finally got thick, yogourt-like consistency with this soap! I don't know exactly how thick/good this is by B&B standards, but it looks opaque and thick to me. Now I can stock up on a ridiculous amount of pucks!