Franklin's not paying $120 a piece for his briskets due to buying in bulk, of course, but he's paying more than if buying in bulk from Costco or Sam's for USDA Prime brisket. He writes extensively in
Franklin Barbecue: A Meat-Smoking Manifesto about the value he places on meat quality and meat that's ethically raised with animal welfare in mind. On pages 103-104, he tells the story of how in 2013 his meat supplier had a fire and Franklin had to switch to "an entirely different grade of brisket, the crappy commodity stuff that's widely available everywhere (and that most barbecue joints use)." He continues, "This truly was the last resort, because our commitment to high quality, ethically raised meat is something I never want to compromise."
So Franklin relies on Creekstone to secure a large volume of very high quality brisket that also takes into account animal welfare in a way that (in his opinion) commodity beef providers do not. On their website, Creekstone says their beef is all born and bred in the USA, not Mexico or Canada, which supports local farms (and increases cost). The website also says, "Every step of the way, from birth to processing, we ensure our animals are handled compassionately and humanely. In fact, our beef processing plant was designed with animal welfare in mind by Dr. Temple Grandin (www.templegrandin.com)." In terms of feed, "For the majority of their lives our Black Angus cattle graze on lush pasture land throughout the mid-west. Prior to processing each animal is feed a high quality corn-based feed ration that enhances meat tenderness and flavor."
So does any of this matter for the backyard barbecuer? Can you see or taste the difference between a Sam's USDA Prime brisket and a Creekstone or a Snake River Farms brisket? I would say "Yes" to both questions. But when paying retail prices, can you justify the added cost? I'd say Creekstone or similar brands are a real treat and should be enjoyed occasionally if you can swing it dollar-wise, or they should be your go-to brand if non-commodity, ethically raised beef is at the top of your issues list. Having said that, USDA Prime from less expensive sources like Costco is a great choice for everyday barbecue if you can afford it, and good old USDA Choice, especially Certified Black Angus, is a really nice choice for backyard barbecue.