The Oral B 7550 Power Toothbrush retails for $100, and it usually sold online for $70. Amazon has it for $37.95 shipped free! Dentists say that it's not the toothpaste that really matters, it's your brushing technique. And you're supposed to be spending at least 2 mins brushing. If you time yourself, you'd be surprised how little you brush. These power toothbrush have timers built in, so you get your full brush in. Great price for a great product.