Loc: North Carolina
seems like that $7 per quart is about average.. I got ripped the first time i bought it. lesson learned. napa gold filter (which i beleive is the same as wix EL) and 7 quarts ran me about $65 total i beleive.
Loc: Great Lakes
Heads up: 5 qts of PU (plus a filter) for $19.21 this weekend (Feb 22-23) at PepBoys. Even if your local PepBoys doesn't stock PU 5w-40, you should be able to get either AutoZone or Advance Auto Parts to price match it...