That comes to over $1.18 per oil-pull, before tax. I didn't measure each time, I just swigged from the bottle. (I've been oil pulling off and on for about 8 years.) After using this for a little over half a month (some mornings I don't feel like oil pulling) I can't say I'm completely wowed. The taste is manageable though I will admit once it starts to build up in your mouth from 20 minutes of pulling, it tends to make me gag a bit. Otherwise the flavors are fine. I can see why people would be put off by the yellow color. Turmeric is supposed to whiten teeth. I'm not sure my teeth and any whiter or my gums any healthier as I had no real before or after measure. All in all, this is a fine oil for pulling, but I don't think it's worth repeatedly spending $19 plus tax when there are other comparable options out there. A $6 jar of virgin coconut oil lasts way longer and gets the job done just as well. I may go back to trying the Sesame oil blend I used to use that comes with a measuring cup and complimentary tongue scraper, as it's good for the cooler months when coconut oil stiffens. (Who enjoys putting a glob in their mouth and waiting for it to melt? Not always fun for me... blech). Honestly I think I liked the size of the bottle most about this oil, and the fact that it didn't leak oil all over the place, but for the size and amount of uses, it should be half the price. If my toothpaste were to cost over a dollar per use, it better miraculously heal and regrown my teeth, you know? If my body soap cost over a dollar per use it better restore my skin to its youthful glow and erase all my imperfections. So far, I haven't seen any results warranting the over-a-dollar cost per use on this oil.