It's easy to pop a vitamin every day. It's one of the less labor intensive steps in taking care of your health. But do you know what's going on inside that pill? All vitamins are definitely not created equal. This means that there's a decent chance that the $4 bottle I bought from Trader Joe's might not stand up to a $30 bottle from a health food store, but it may also mean that the more expensive brand is all hype and no substance.