i don't dispute the fact if the manufacturer is the same, but go into walmart and try to find South Seas, Moda, etc... This same concept applies to hobby lobby as well. the manufacturers are 90% of the time not the same. walmart buys in bulk at the lowest cost from the lowest priced manufacturer. it's not set in stone that walmart does not have nice fabric, it's just a general rule that quilting shops have a much much larger selection of better quality quilting fabric. take this test. go pick out your favorite fabric at walmart, hold it up to the light, and i can almost guarentee you that you would be able to read through it, then do the same with your favorite fabric in a quilt shop. it's like the difference between broadcloth and kona cotton. i go for the better quality fabric, no matter where i purchase it, so i am assured that it will hold up over many many many years and washings to come. i hope that makes sense. :) :) :)