I've tried other tissues that I thought in the past had become better products! I never pay for the "basic" products. I pay for the one that is a step above, such as Ultra. I have become greatly disappointed in the other brands, realizing the regular brand of Kleenex is much softer, comforting, and absorbent without even being Ultra. I am excited with some of the packaging, but also like some of the basic patterns still available. Also, the pricing of regular Kleenex is cheaper than the Ultra and has coupons readily available. It supports Box Tops for Education on most of its products, too. However, the overwhelming thought is that why many refer commonly to any tissues as Kleenex is because it is always improving to be the best!