A few times in the past year, I've been tempted to buy store brand ShopRite AP flour. On sale it is usually $1.88 for a 5lb. bag. I consider it for a few seconds, then I chicken out and buy some national brand like Gold Medal or Pillsbury, whichever is the most reasonably priced that week. When I bake with either national brand, I see no difference in results.
So, I am asking the home baker's out there, for basic home baking, does AP flour brand truly matter? When searching the 'net, regular home bakers seem to be very brand loyal and they swear by brands like King Arthur (usually the most expensive in the supermarket) or Gold Medal. Aren't milling processes fairly standard these days? Does brand matter for a commodity product like flour? Please explain why specifically, if you think brand matters.