I missed the Lovaza reference but might've let it go anyway.

I can easily get a bottle of fish oil for 8-9 dollars, 90 capsules. Costco, Trader Joes, online from iherb.com. Health food stores usually aren't good places to buy vitamins, IMHO. Too expensive. The important thing, if you read Dr. Davis and it sounds like you do, is the strength of the EPA+DHA added together. How many of the Lovaza at what doseage do you have to take daily?