It is a bit pricey, but then again everything worth ANYTHING costs a pretty penny usually. IMO, it does taste a bit gamey, but as OJS eluded to, I believe it is simply because we have been "conditioned" over the years to think that beef should taste like typical store-bought beef (JUNK). I'm currently on Big A's competition diet, eating 6 oz. daily grass-fed beef for one of my protein meals and I feel good. No labs, but it's still early on (8 days in). After finishing this diet I will be adding in dairy via raw milk as well. In addition, I'll be eating 6 whole free-range eggs and utilizing grass fed butter and coconut oil as JM suggests. NATURAL is the way to go! American (and just human, in general) greed has forced upon us foods today that are laden with all kinds of bullshit. It's no wonder people of today have so many health issues.