Let's be honest. There's a lot of stuff on the market today that's marketed as "premium" that's not really worth the extra money for most people. "Premium" gasoline, "Premium" coffee you name it. Most of it is the product of good marketing convincing people that they have to have the best. It's fake-luxury at it's finest.
That being said there are a few things in life that are worth paying extra in order to get 'premium' quality.
Foremost among these is charcoal. Buy the sub-par stuff one time and you'll see what I mean. Stick with Kingsford* or, better yet, hardwood charcoal. You won't regret it.
*Dear FTC**: No, I haven't received anything free for this post, nor I been financially rewarded for saying Kingsford charcoal is superior. I buy my own weekly at the store thank you very much. (That being said, if someone from Kingsford wants to talk a sponsorship deal....hey, I do a LOT of grilling.)
**Thanks to commenter EdT for the free copy editing, unfortunately I hit the "delete" key on the comment instead of "accept" on that comment.