That is the allure of JW -- well priced and reliably good. Each increment in price does lead to more exclusivity and recognition of the cost. As for taste, there is a different flavour to each one, personally I prefer Green over Blue (despite being much cheaper). In some ways the Double Black is the best of all. But Glenmorangie has it beat at all levels, just much harder to acquire and not as well known, so I drink Glenmorangie for pleasure and give JW as gifts.