Can we talk about sound deadening products?

[Zoomin]

Seems like I see a lot of builds that use Dynamat. When I look at prices, it just seems wildly out of whack for what it is. Covering a car can run a grand or more - really? So my question is - do people use it because it's superior to other products, or because they have better marketing than competing products?

Has anyone seen a test where these products are subjectively compared? Anyone seen other products that work just as well?

I'm not opposed to paying more for superior quality, I would just like to hear opinions on why you use the product you do.