Is TurboTax Advantage worth doing?

I have been in the TurboTax Advantage program for years. I diligently pay the full price. This year $109.99 for TurboTax Home & Business 2018 w/Fed Efile & FREE State Download. I then see the same product at Costco and every place else for much less money. Besides the fact that TurboTax gets 100% of my full price money and does not need to share it with a retailer, is there any other advantage or am I just being played for a fool by TurboTax?

For example, is the price that I pay to file state and federal less than others pay so the net/net is I am paying less?