I know we all have our opinions and practices but I just don't see this as an "OMG" moment. Even at the price you listed, it is not much considering the price of rods, lures, oil, gas, FFs, etc. Heck the fishing line I use (FC Sniper) is the same cost as a spark plug and it gets used up at a MUCH faster rate!!! I get my plugs through Don (and the BBC discount) and the difference is not that much. Also, I know I am getting the correct plug and the guarantee that goes with it. It has been discussed before but if a higher-priced Mercury plugs malfunctions and does damage, Mercury will stand by their product. O'Reilly will just replace the plug. My motor is still under warranty and therefore will only use Mercury parts even if they are made by NGK.