When Amsoil first arrived on the scene their marketing made sense because to sell synthetic oil you had to get a new message to consumers and ask them to join a new way of doing things and pay more. I think now the message is out now and wonder if the market would respond to finding Amsoil at the local parts stores and speed shops. So in the interest of world peace and the prevention of starvation I did an informal survey. The question, would you swithch to Amsoil if you could buy it at your usual place of business that you buy other service products. Now I must admit this question will only apply to those that do their own oil changes but a lot of my friends do just that, rich or poor. The response was that almost every one said they would try it if the price was about that of Mobil 1. Several voluntered that they would also buy the oil filters and other fluids that they have knowledge about as products, but know nothing about the details. No flames, please it's just bench racing and I wonder what your response might be. It appears that Amsoil marketing is working and they have good products and at least the manufacturer, Amsoil, makes no wild claims. The dealers on this site represent the best of the bunch as far as my experience goes, but a lot of people are missing a good product because Amsoil has not reached them. My survey was with 23 people and therefore has a possible error rate of plus or minus 23. It was limited to males that change their own oil and know the difference between synthetic oil and diet coke. One person owns over 50 cars, a collector, and two are socially repressed by only owining 2 cars. 15 use synthetic oil in at least one vehicle and no one does oci's of over one year or 10k miles, most do 5k and three do 3k. The cheapest car is 67 Datsun 510 station wagon and the most expensive is an F40 Ferrari. So after all this I think it's possible that if Amsoil was available at Pep Boys (insert your favorite store) they would sell a lot more oil and not have to drop their retail price to do it. The real problem must be that they don't want to give the deep discounts required to get into the retail chain and the dealers work for less.