I too am an Amsoil preferred customer. I don't really find it to be expensive, at least when in comparison to oils at Auto Zone, Advance and Napa. If oil were free at Walmart, I still wouldn't shop there, so their price difference is neither here nor someplace else for my wife and I. I've had very good results with all of the Amsoil products that I've used; Their ATF and gear oils are the best I've ever come across, and my bike loves the 10-40 moto oil. The only thing I'm not using Amsoil in exclusively is my wife's '91 Accord, which has been running Rotella T6 for the last 2 oci's. The Autozone I shop at had it priced (I think by accident, because I never saw that sale at any other AZ I went to during that period) on sale at $16.99, which is like $11 less than their regular price. I purchased 10 gallons, so I doubt I'll be using anything else in that for quite some time. When I log in to the Amsoil site, my price for SSO 5-20 is $7.85/Quart, and XL 5-20 is $5.85/Quart. When I'm in AZ and Advance I'm seeing quarts of M1 extended for 8 and 9 dollars a quart (my truck didn't like it at all) and bootleg store brand dino is often hovering around $4-$5 a quart. I was in Wawa last night and the woman in front of me spent $11 for two quarts of off brand dino! So since I typically purchase a lot of stuff perhaps twice a year from Amsoil the shipping is pretty agreeable, and I don't feel some kind of way about what I'm spending all in. I would be interested in knowing why they lowered the OCI, but for me and the type of driving I'm doing (Lots of very short, stop and go trips in an urban environment) I'll never get near that type of annual mileage again in the foreseeable future, so as long as my vehicles continue to experience excellent results with their fluids I'll keep getting them.