I think the "Big Ones" are just okay towels, but my linen closet is full of them and that's what I've bought for each of my sons to take to college. They are not particularly luxurious, big or thick, but they are a couple inches bigger than they were a few years ago. That is a truly incredible deal, though.
I'm shopping for new master bath towels, and I thought the prices at Bed, Bath and Beyond were high unless you use a bunch of their coupons.