Duracell is a brand of batteries produced by Procter and Gamble. It however began as a partnership between scientist Samuel ruben and businessman Philip Rogers Mallory. They produced mercury cells for military use. However when mercury proved to be too dangerous, alkaline batteries replaced them. Duracell is a portmanteau of the words "durable" and "cell." The company merged with Gilette and became part of Proecter and Gamble when Gilette was acquired.
Duracell is quite durable and long lasting as a battery. It is very much comparable to Energizer products which is its main competitor. The regular batteries are good for normal use in such gadgets such as remote controls and wall clocks. however it is not good for high power devices such as digital cameras.
This particular deal from Costco would amount to about 53 cents per battery. That's not bad for the kind of power provided by Duracell. I tried this battery and currently use it for small gadgets such as my alarm clock, wall clock and remote control.