There has been this growing demand among consumers, particularly the women for aluminum free deodorant which created this new market for organic deodorant.So now we jump from 2.2 oz. of antiperspirant for $3 to 2.2 oz. of natural or "organic" deodorant for $13. That's a whopping $10 extra. How did we get to this point? Breast cancer. People are afraid. Afraid of dying, afraid of losing hair,... The companies targeted people's response to take action when they are fearful.One of the websites, which shall remain nameless, that I can find an article relating to the link between aluminum and breast cancer is basically a WordPress site ran by some random individual, claiming to be a doctor, who is just trying to make a living. He is also selling his own products and even cited his work. It makes it seem very legit. We cannot fault people for trying to make money. He or she probably got paid to post these findings on his/her page to create a demand for natural deodorants....