First and most importantly-store bought fish will never be as good as freshly caught. It is not comparable. There is a difference in Copper River Salmon and other store bought fish. Copper River Salmon is cleaned and packed on ice within 5-6 hours of catching. Other store bought fish lay in the bellies of boats for days before being dealt with. Sometimes 5-6 days before bled or processed. Blecht!!!!! That is the only difference along with a little PR.