do you guys typically pay $50/4 pack? $12+/head is RIDICULOUS! SURELY there's a cheaper option for these than this seller?

To answer the question directly, Yes it is ridiculous, and NO I have NOT found a cheaper option. Not a lot of off brand heads for the iO series. ie; I have not found the black charcoal heads available for the iO yet. BUT, as a long time user of electric toothbrushes let me tell you what I do tao make my heads last well past one month. I DON'T use just one head for 1 month straight and then throw it out. I NEVER use just one head for a month straight. I have 2 or 3 types of heads and I switch my heads out every 2 to 3 weeks. I disinfect the heads when I with them out, or some type of deep clean once a month. Don't press real hard. Shouldn't have to press hard, especially with the iO series. Mine easily last twice as long, they are not damaged, they are not unclean, they are still effective. These whitening heads do a really good job, I recommend them, and I will be ordering them again soon myself. Let me finish with this, anything that goes in your mouth and gets a quick rinse then sits out all day and does this for many days is bound to grow bacteria. All tooth brushes, heads, bristles, should be cleaned/disinfected if used for greater than 2 weeks. You may not see it but gross stuff can be growing in those conditions. With a little care you should be able to get more than one month out of an electric tooth brush head.

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