You can buy photo paper quite cheaply in supermarkets or even in places like Poundland and you will get reasonable, or even poor, quality prints. BUT if you want prints that you can be proud of there really is no substitute for buying quality paper and the Epson paper is just that; perfect quality. Quality is like buying oats; if you want quality oats you have to pay the price but if you are prepared to buy oats which have already been passed through the horse, then you will get them cheaply.
Epson paper is, in my opinion, the only choice if you want quality, long-lasting prints and I would not buy any other brand.
Having said that, I will always try to save some money by searching for the best buy and this company was my choice.