I experienced the same thing recently when I saw that a Safeway affiliate near me started to sell a Safeway-branded "ready to bake" pizza dough. I think the normal price is $1.75 but I have seen it on sale for just $1.00, for a 16-ounce dough ball. The ingredients are solid ingredients, including "the finest spring wheat flour from the Red River Valley". Most of the time the dough balls, which are kept in an open refrigerated case, look overfermented (very soft, light and billowy with some signs of collapse). But I purchased one anyway and froze it. When I used it, it produced a very good pizza. It even crossed my mind to try to reverse engineer the Safeway dough but, apart from doing that as an intellectual challenge, it doesn't make much sense when you can buy the dough balls on sale at $1.00 each. In my case, I used some Classico ground tomatoes with a few herbs, garlic powder, etc., and some Armour pepperoni.