It's like beer. I used to drink crap beer (BudMilloors), then I got my mind right. I'll still drink the swill when it's the only thing around. (Thankfully, it rarely is. And of course I apologize to all who love that beer.
Same w/ BBQ fuel. Used to use KBB, and still will in a pinch, but now going mostly lump. I'll buy a twin-pack to have in reserve during the Memorial Day sale probably.
Lump prices are good right now, so I'm loading up. The True Value Cowboy online deal is great- $8.99/20# bag, plus $5 off any $30+ purchase. Trader Joe's hardwood briqs are $8.99/18# bag.
The reduction in ash alone is worth the price increase over KBB, imHo.