Total Unduplicated Reach and Frequency (TURF) is one of the most popular analytical techniques employed to optimize product lines. The main criticism of TURF is that it generates optimal product lines with nearly identical reach (i.e., lack of differentiation among the best product lines). Within the market research analytical community, the ShapleyValue approach is currently being used as an alternate product line optimization tool. This paper will discuss the relative advantages and disadvantages of using TURF and SV to solve various product line optimization issues.