Man, what's the cost for their oil whole sale? $100 for 5 quart change job, ~$20 oil, then a $10 filter, profit margins are pretty good. Especially if you opened your own franchise and only work it with 2-3 people in the family. But at that point, why not just open an independent shop?
Wholesale pricing for major brand synthetic oil is not as great as you would expect. Pricing is about the same as Walmart, at best, if you buy in bulk tanks. Otherwise, you are in the $5-$7/qt range for the ecoboxes.