Got a 1991 Shell product data guide, and it lists the XMO High (greatly advertised in motorsport at the time)...mineral oil with the performance of a synthetic was their statement.
It was their XHVI slack wax process, and seriously an exceptionally goo product, but they acknowledged its background, and charged less than the PAO competitors, and got customers.
Then "synthetic" became group III (which I disagree with), and all of a sudden their price went up to PAO, the advertising was "fully synthetic", and the pour points etc. of everyone elses "fully synthetics" started coming up.
Yep, real world performance is there, but the cheaper product became sold as the premium, due to the "synthetic" label, and the premium dropped to that level...consumer lost value for money, while keeping overall performance.
Currently there's over 10 degree C disparity in pour point between Mobil's 0W-40 PCMO oil, and their 15W-50 motorcycle oil...their 20W-50 Motorcycle oil comfortably beats M1 0W-40 in pour point...and it's not that the MC oils have changed in the last 10 years, it's the PCMOs becoming "cheaper" to manufacture, without the savings being passed on.
Shell nailed it years ago with "mineral based and synthetic performance"...it bought them customers, and rightly so...but the customer shared in the savings in manufacture.