I believe Wal Mart's more expensive fabric is every bit as good as Joann;s. Can it compete with quilt store quality? I don't know. I do know that I won't be paying $10-$12 a yard for fabric. Maybe if it's a very special quilt I will but not for every quilt I make. The $5 fabric is especially good for table toppers, runners and holiday projects. So glad they finally came to their senses. We told them so.