The back story for the demise of the 10W-40 grade is not all related to ring sticking. The CAFE regulations back then were putting a lot of financial pressure on the car manufacturers to improve fuel economy, and every little bit was important. Lighter oils were shown to kick in 1-2% of fuel economy improvement, and so it was in the interest of the car manufacturers use 5w30s in their CAFE testing. The EPA, however, would only allow it if the product was recommended in the owner’s manual, was readily available to consumers, and was sold at a reasonable price. 5w30 was not.
Oil retailers rated shelf space by profit per square foot, and products that did not move were given little to no space. Back then 10W-40 was considered the ideal oil grade for decades and it was well established as the leading seller, whereas 5w30s were a suspiciously thin new grade with little demand. In order to meet the EPA requirements, car manufacturers needed to get the 5w30s positioned on retail shelves, which meant getting 10W-40s off the shelves to make space. Owner’s manual recommendations mostly affected new cars and did not create enough demand for 5w30s to justify shelf space as quickly as it was needed. Therefore 10W-40s had to go.
GM cleverly used some studies showing ring sticking as being more prevalent among 10W-40s (due to the higher level of polymeric VI improvers) to ban the grade and launch an industry campaign to reduce demand for 10W-40s and open shelf space for 5w30s. It worked and the EPA began allowing 5w30s in the CAFE testing, saving the car companies millions of dollars.
I don’t doubt that ring sticking was an issue at some level, but I doubt it was the driver in this campaign.