I've been doing some thinking about the future of oil technologies and their respective companies, and I'd like to throw out a few thoughts to kick around... I've used Amsoil for some time. Amsoil is clearly a high-end boutique synthetic that is of high quality. But I look around at all the synthetic oils offered at the local Walmart these days, and there are some high-quality, high-end synthetics sitting on the shelf that work out to be less expensive overall to buy (shipping being the deal breaker if simple price is not), and less forethought needed to buy them- just grab off the shelf when needed. One example: Pennzoil Platinum and Ultra Platinum, both synthetics that are made from natural gas for purity (Gas-To-Liquid technology). And across from the GTL oils are synthetic filters, like the Fram Ultra for about $9, which is arguably the best filter on the market for the money. So that leads to the main question... as much as I like Amsoil products, is there still a place for their products in the modern marketplace? Wouldn't readily available products like the Pennzoil/Fram combo I just mentioned be the logical purchase over anything Amsoil, Royal Purple, etc, currently markets? Will there continue to be a place for Amsoil and company going forward, or are there just too many innovative competitors out there now? Or am I totally missing something here?