Thanks, I saw it too and asked my dentist. he said no toothpaste can repair enamel and any toothpaste cleans the teeth for its all made of the same stuff - chalk, flavoring, floride, water, baking soda so a .99 cent tooth paste is and does the same job as a tube for $3.00 to $5..00. What makes the difference is the amount of brushing and how the brushing is done and in some cases if the person rinses with a plaque fighter before brushing. and flossing before and after brushing and sometimes floride rinses. A friend and I put that idea to a test. I got a .99 cent tooth paste and she got the expensive brand. we took the kids to the dentist for a cleaning and check up and then started our tubes of tooth paste. when the tooth paste was gone off to the dentist again. there was no difference in their appointments. So now I don't worry about which tooth paste is the best. I pick up the cheep one and make sure I brush twice a day flossing and a plaque rinse first to loosen anything stuck between then brush and floss after for anthing that had been missed. And have had no new cavities or problems just repair work from past neglect and purging.