Tried again for my birthday dinner this weekend, as I really wanted to see if the slight issue with flavor/texture was the meat itself or my method. Found nearly the exact same size roast at Giant (local grocery chain) only this time it was $5.99/lb on sale. The first thing I noticed was that meat didn't look as pristine as the Whole Foods' roast. That one was just gorgeous, like something you'd see in a magazine, whereas this one had a bigger fat eye and the outer part was slightly leathery. The fat cap was also slightly uneven, and overall, while it looked great, it wasn't the supermodel that the first one was. The next thing was the aroma. Upon opening the package, it smelled like beef, no funk, just beefy goodness. The WF roast had zero smell. Neither roast was marbled like Kobe, but both had a decent amount of marbling. Once again, I hadn't planned in advance, so there was no time for dry aging, though this one appears to have been aged somewhat. The cooking method was almost the same, but not identical. I didn't have any Rosemary, so it was rubbed with garlic, Thyme, salt and pepper. This time instead of spritzing the meat with olive oil, I chopped the Thyme really fine and crushed the garlic cloves, then put them in the food processor with about a quarter cup of live oil and pulsed til I had a fairly chunky paste. Rubbed the roast with that on all sides. I'd preheated the oven to 500˚f for about a half hour. The meat, according to my ET 732, was 46˚f when it went in. The WF roast had been around the same temp if I recall, just a few degrees above fridge temp from having sat out while making preparations. As soon as the roast went in, I dropped the heat to 350˚ and let it ride. Didn't open the oven til it hit 125˚, as I like mine slightly more done than my wife does. Rested for 20 minutes, at which point it was around 134˚. The crust wasn't as substantial as the first one, but still very nice, presumably due to the fact that the element definitely wasn't on for the first 20 minutes since I'd dropped the heat. The verdict? NIGHT AND DAY DIFFERENCE. This one was up there with the best $100 steakhouse Prime Rib I've ever had. Fork tender, moist, and that sublime beef flavor that the first one was lacking. Also it had that "buttery" mouth feel, presumably due to the higher fat content. So, lesson learned. You don't always get what you pay for. I'll be choosing my meat on meaty attributes rather than fancy marketing from now on. For 23 bucks and change, this one absolutely blew that fancy Whole Foods $52 roast out of the water. Sorry for the lack of pictures, I just didn't think of taking any.