I have a five month old who needed a swaddle until 4.5 months, so I think I can shed some light on the Zipadee-zip (a product I almost bought on at least three occasions based on the raves of other moms). <br /><br />So it's not really competing with your blanket swaddles - blanket swaddles are small, easy to get out of, and are not recommended for use once a baby starts rolling over. Most babies can't use a blanket swaddle after three months or so. I would say their competitors are the Woombie ($26), and Magic Merlin's Sleepsuit ($40) which are swaddle alternatives that also stifle the Moro reflex but the baby cannot break their way out of it. So their pricing is kind of right in the middle, and believe me, as a desperate parent I would've easily paid twice that for a good nights sleep. This product is probably not an every baby product, it's for the really poor sleepers out there.