Vivera on the loose? what is it all about?

Extracted from CNET

Promoting Vivera inks could help HP fend off competition from lower-end ink sellers ... Hewlett-Packard's imaging and printing group contributes the lion's share of the company's overall profits. Printing accessories are, in a way, more important to the company than the printers they're used on. ... Cheaper ink can be found on the market. For example, office supply retailer Staples sells two cartridges with a total of 84 milliliters of black ink compatible with HP printers for $45.04--less than a third of the price per milliliter.

Vivera.. .. .. A bit too expensive. Would really like to know what does it really do to help me in the printing? How different is the ink from other company?

Tags: inkjet, inkjet cartridge, inkjet refill, HP, Epson, Canon, Lexmark, Vivera