It used to be when I found a bra that fit and was comfortable, I'd buy more than one.  I wouldn't mind spending $30-$40 on a "good" bra.  But I never liked the way I sagged in them, but hey, I'm big chested and I guess that's just the way it is. A push up bra made me look ridiculous.  Now this bra - called Oprah's favorite bra - is different.  It lifts me up in a natural way...it looks like I've lost 15 pounds and I don't sag like an old woman.  (I AM an old woman, but I don't want my sagging breasts to be broadcasting that!) I did go to the web site and measured like they said and I bought the same size cup as always, but a size larger band.  That wasn't right for me, and I ended up going back to the same size band I always wore. I should not have sized up. It's tight, yes, but hey, I look better in clothes now and it's well worth it.  The price is not too much to pay for this result....I'd rather have two of these than 5-6 of any other bra I've ever worn.  If you're a DD like me (that would be an E in this bra) this will make you look amazing.