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Full retail is $7.50, but since you are a PC it will only cost you $5.90. Why is it better? Because it simply holds up better. As for the why I think the Amsoil 0W-20 (product code ASM) is better, here goes.
1) ASM is more stable, it has less tendency to shear and is less volatile.
2) It's a better built, better designed oil. Most mass marketed oil, corners are cut on the base oil (less esters, less PAO's, more group II) and the additive package to save dollars. This doesn't make other oils bad, they are just not top tier. Amsoil does not compromise on the composition. The oil is made for extended drains, even if you don't do long OCI's, this better for all conditions - even storage.
3) Amsoil ASM has a better detergent package.
4) ASM has a stronger ability to neutralize acids.
5) ASM has a higher 100°C viscosity.
6) ASM has a higher HTHS value (2.8 vs. 2.6 and lower on some XW-20's)
While the oil may be better "on paper," I'm still not convinced that there will be a realized benefit from using Amsoil vs my over-the-counter conventional oil at the OEM scheduled intervals. By a realized benefit, I am referring to substantially improved engine life.