I mostly breastfeed, but since he had jaundice after being born, I have not been able to catch up. He needs about 12 oz of formula per day. Unless I can work out a coupon plus sale option to make Similac cheaper, my son is fed the CVS or Target store brand formula. I'm sure it is all in my head, but he seems to get fussier on the store brand stuff. I'm assured that federal regulations mean all baby formula is exactly the same, and any difference perceived is due to effective marketing. What are the other moms and dads out there seeing? Is there a difference?