I know people like boutique brands and I think they are great. I personally have always been a Turtle Wax fan, I feel like bang for buck you get out of the products is unbeatable and you can ALWAYS get it locally. I haven't had the chance to try out the new ceramic line, but once my supply gets low Ill scoop some up.
Turtle Wax products in the past were the bee's knees! Then, as what happens with a lot of companies/products, they lose their soul and become leapfrogged by other companies/product. Even by companies & products that we've never heard of. Now, as with TW, they have gotten their goals back in line...IMO!
The same can be said for tire companies, car companies, appliances and other companies & products.
As an example, Cooper Tire & General Tire and HONDA, just to name a few. At one time, they were at the top of their game and then, well, they lost their soul! Now, they're back to being what we though they should be from that 30 or 40 years ago reputation.
I stopped buying Honda's for said reason and Cooper & General tire(s) too. I now have another Honda in the sig and Cooper & General Tires in my collection(along with others too).
Turtle Wax products are once again in my collection(along with other brands too). But, I look for TW products again without trying to avoid them.
Just sayin'!