I see it's a rip from NoBS and would maybe try once for a better price if ingredients checked out as the same...but, didn't get that far. Within a few seconds while scrolling through Hydroxyapatite toothpaste options, I noticed the "L" smack dab in the middle. So before I even got my arrow to the tab to look at the product I already had 2 sentences of this thought processing and by the time I finished it, I was 20 or so products past it laughing. I had to go back and see if any sold or what other reviews said. Sorta surprised but either way, they can't possibly handle the chemistry that goes into making toothpaste (very well anyways) if they fumbled on the 'L'abel! They should've thought up some sort of pun on it if they were too cheap to re-label.One star is the minimum. Getting it on the Amazon platform at least affords them as much I suppose.