i've got about 5 "car coats" out of half a bottle. It seems like as time goes on I get more and more out of it. It's probably because my technique has improved, and also because my car is so much smoother that it's easier to get on a really light, even coat.
when you look at what meguirs, zymol, mothers, etc costs, zaino starts to look better and better from a cost standpoint. after you put a few coats on and see how great it looks, however, you don't care what it costs, you gotta have more!