Yeah, I'd probably find swallowing even a large number of pills less unpleasant; does that (in theory) work just as well?

In theory? Who knows? I'm sure Seth Roberts could speculate something on the spot more impressive than I can speculate. But from the reasoning I've heard they should be better.

Are they expensive?

I haven't noticed them being expensive. But I spend a bit on supplements in general. I consider it a hobby. Let's see... maybe 5c a capsule? Well worth it though. My brain loves me for it. (The first 1 per day anyway, the rest it looks at me and says WTF?)