Hi Gentlemen, I'm Bob from Kellsport Products and I just wanted to introduce myself in case I can provide any additional information. We also recently became an advertiser on this site, so I can contribute without breaking the rules. Woolwax is definitely a more viscous formulation than Fluid Film. Woolwax is much more resistant to wash-off. Also the odor has been neutralized. The cost is about the same or in most cases less then Fluid Film. You may still see some Fluid Film products on our site, but the Woolwax has been so well received over the past few months that we will probably be transitioning to it completely. It's just a better performing product in snowbelt areas that have a fair amount of long term road slush. In some of the more southern states (north/south Carolina's, etc) where the concern is more from the salt air from the ocean, Fluid Film aerosol is fine. For snowbelt states, Woolwax is the way to go in my humble opinion.