For me it seems that Amsoil has come full circle. I first used it in the early 1990's when I worked with a man who sold it. I tried it and even signed up to be a dealer but that went nowhere and I honestly didn't see the benefit of the product. It was pricey, not readily available, and had some false specifications printed on the bottles that showed the company was lacking in their attention to details.
Fast forward to today and the founder is gone, his son and family is running the business, they've really stepped up their game with regard to integrity and compliance and the world has simply changed and moved in the direction that Amsoil has always gone. We now mail-order everything and even the prices have fallen in line with what things cost from the discount cheapy stores.
People can argue the benefits of cheap oil and frequent oil changes or they can take a stance on expensive oil and extended drain intervals but the cold hard truth is that equipment simply lasts longer with high quality fluids. You don't see any short term benefit by using Amsoil (or High Performance Lubricants or Royal Purple, etc.) but when you are over the 100,000 mile mark and your vehicles are running perfectly while your neighbors identical machine is struggling to pass emissions then you start seeing how the diligence of using good oils and practicing strong maintenance really pays off.
With all of this being said, I have settled in to being a loyal Amsoil customer. I just buy what I need and I don't give it a second thought. If anyone pays any attention to what I write on this forum it will definitely seem as though I am anti-Amsoil. This isn't the truth but I do tend to express how I feel about things. There are many fabulous oils and chemicals on the market but as for loyalty I have chosen to go with 800 lb elephant in the room.