I'd pay $20 if it worked as well as the video suggests, maybe a bit more, but only if it includes a lifetime sub for the cloud sync service.

A synced-to-the-cloud shopping list is one of those things like a DVR that is so hard to assess your need for until you've tried it, because it allows you to change your behavior in ways that make you more productive. Paper and pencil is great, but fails the "unplanned run to the store and the list is at home" test, or the "planned run to the store, and we need something else, but the list is with my wife" test.

With Mighty Grocery, it's nice to be able to add something to the list and know that regardless of whether I or my wife do the shopping, we'll always have the most up-to-date list on us, and won't have to read items over the phone, text them, etc. It's also great to be able to scroll through the "pick list" of all items that you've bought before, to jog your memory about stuff you might be running out of.