Scott, my only concern re “generics” is that where the FDA regulates the manufacturing processes of pharmaceutical drugs and requires generic drugs to be within a certain range re potency, no one requires or enforces that supplement manufacturers produce supps (vitamins, in this case) that meet label claims. It’s a huge problem in the industry. Check out http://consumerlabs.com to get an idea of what I’m talking about.
Buying your multivitamins from a manufacturer you trust to produce quality products is a primary purchasing consideration for me. Take calcium, for example. There are exceedingly cheap versions that just aren’t that bioavailable. (A little oyster shell, anyone?)
And how about the manufacturers that produce supps/multivitamins that don’t/won’t break down in the gut? They’ve done autopsies on runners who had totally undigested vitamins in the intestinal track.
Then, finally, when the multivitamin was formulated, did the manufacturer provide RDA amounts (the amount necessary to prevent a defficiency disease) or ODA amounts ((Optimal Daily Allowances) the amount necessary for vibrant health).
There are any number of considerations when it comes to selecting a multi-vitamin. I agree strongly with Matgic, that you truly get what you pay for.