The analog ones run between $50-60, while the digital ones can be 100 bucks or more. I got the digital one from Ranco because it has a cool and heat feature. Right now I have my fermentation fridge set at 68, but with a heat lamp inside since it will cool due to ambient temps right now. My next brew will be a lager, so I will set it to the cold side of things and use the cool function. One of the best $100 I ever spent on brewing.