I have tried several brands of fabric softeners out there thinking that there might be better. I always come back to Downy.
The biggest test for me whether a fabric softener works well is to hang my clothes outside on the line and see if they are nice and soft when dried. I have tried all the brands - both name brand and generic - and Downy won the contest hands down!
Downy has several scents to choose from including a scent free version for those folks who react to perfume and dyes. I think Downy was one of the first to come out with this.
As for cost - yes, it seems to cost more, but I usually wait for a sale somewhere and then stock up. But if you want soft clothes and towels against your skin, Downy is the way to go. I have yet to find anything better.