I imagine that Frank would be taken to the cleaners to bring this product to the over the counter market. Too many hands demanding too much of a ROI. It's just opinion ..but Auto-Rx is sorta a niche market item. It would be hard to promote it with big advertising budgets and whatnot. It's one of the best independently conceived products that I've ever encountered ..but I can't see it "going big" as a good thing in what it would require in "cheap".
I mean, do you really think that it costs all that much to make a Mobil 1 filter over another filter that rolls down the same assembly line? I'm talking out of my behind ..but I would think that a quarter or two would mean about 150% over a cheaper offering ..yet you pay about 4X the price at the retail level. Much is due to the marketing (advertisements, etc.) ..but it's also what the vendor has to get in ROI. They're not going to make the same $0.70 on an oil filter that retails for $10.
Frank would have to be giving Auto-Rx away for it to reach the over the counter market at the prices he sells it at now. If you want to see the end of a great product, watch what happens if Auto-Rx gets mass marketed by a chain. They'll destroy it, imo.