Tru fuel is a true rip off.
I used to believe that as well... Until I started thinking about it. First off, I use very little fuel. I keep a small Honda generator and a Kohler powered pressure washer ready to run at all times. (Both are 4-stroke engines). I cannot buy ethanol free fuel anywhere near me. And my local airport won't allow you to pump LL/100 into anything but aircraft. So I either have to screw around with 10% ethanol pump gas, and then waste time and money spending money on additives treating it.
Or else I can simply go to my local Home Depot less than a mile down the road. And buy a can of Tru Fuel and be done with it. It's non ethanol, 93 octane, and has a 2 to 5 year shelf life. And all I have to do it pour it in the tank, and pull the cord. By the time I buy the gas can, drive to the station and buy the gas. Then buy the Sta-Bil and the Ethanol Shield, (Which the manual tells you to use if you're running ethanol based fuel). Mix it, and hope I don't make a mess and / or spill anything, it's cheaper and a whole lot easier to simply buy the Tru Fuel. And it's better fuel.
If I had a lawn to mow every week, and was going through a half a gallon or more each time, then it's a different story. But for as much as I use my 2 pieces of power equipment now, I'm lucky to burn a half a gallon a year. For that it just doesn't pay to screw around mixing and blending gas. It's a PITA. Having done both, open and pour is much better.