As of this writing (June 24th, 2014) this Wal*Mart Exclusive item is offering the best "bang for the buck" of any battery-powered LED lantern on the market. For instance, Coleman's competing model (the Twin High-Power LED Lantern) ranges anywhere from $50-80, only provides 80 additional lumens of light output, and takes twice as many D batteries to power it. This results in the lantern being larger and heavier, and it also doubles the cost to power it.
Wal*Mart's Ozark Trail Deluxe Lantern is the current "must-have" lantern for home power outages and/or camping, or even for just providing some light while sitting on your deck or porch. The dimmer knob, which allows something like 7-8 different power levels, is just the icing on the cake. I can't think of another lantern in this price range that offers that feature.
I haven't owned it long enough to know how durable it is compared to other models, but I suspect that some of the models made by other brands may have higher durability and better "weather-proofing", which is of course reflected in the higher price of their products. If you need it for outdoor use while camping and need it to be able to withstand rough weather and drops onto rough terrain, you might be better served by a Coleman or another brand designed with those needs in mind.
I also couldn't help but notice that since it's packaged in an "open" box, with no packaging that's designed to protect the globe, the globes tend to get scuffed and scratched up during transportation and/or while on display on the shelf of the store. I for one would not complain if Wal*Mart would improve their packaging to solve that problem.
With all that said, the value of this lantern can not be beat at this time. Wal*Mart's Ozark Trail brand has really raised the bar with this product. It is now THE lantern to beat. You'll only be disappointed if your expectations are completely unrealistic!
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