It's like anything else in life. You can find great products if you are willing to look and that includes OTC. I've received excellent results with a good number of products I've picked up at PepBoys or the likes. That said, I've also got some real dogs and been disappointed. It also comes down to meeting my expectations, I consider mine to be pretty high. Some rave about Turtle Wax's ICE product or Mother's Showtime Liquid Wax as being top notch products, those are two that come to mind as products I would just give away. They don't meet my expectations. In contrast another product that has received similar hype to Turtle Wax's ICE product is Meguiar's NXT, it's a pretty decent product in my eyes. I think it's also fair to say that if you haven't tried a particular product to make an informed comparison/evaluation you'll never know what you're missing and it doesn't matter anyway. You'll probably be happy as a clam with what you're using.
As a general rule I've been more satisfied using various boutique products/brands. I've also found what Troy said to be correct. The true value of a product isn't just the price. At the end of the day the way my vehicle looks when finished is 90% what and how I do it and 10% the product I use. Now if I can make the process a little easier, last a little longer, spend a little less time doing it or even if the product smells better when using it, it's worth consideration in my mind. These considerations all carry weight in the overall value of a product for me (your results may vary). Long live DetailCity and those others that sell me the boutique products I choose.