Consider the value proposition... motor oil is one of the lowest profit-margin items in a typical store. Havoline, Pennzoil, GTX dino is about that price for their CONVENTIONAL bse oils... sure there is a need for some corporate profit from these companies, but so much as to make up the huge price delta upwards for their syn oils??? Doubtful.
Instead, lower quality feedstocks, lower quality/less/just good enough add packs are used, etc.
Something has to give. Youre paying for superfluous items when buying name brand (advertising, NASCAR, etc.) but youre also paying for R&D and quality bases that youre not necessarily getting from the no name. Remember, there is always a tradeoff, and even at bargain basement prices, wal-mart still needs to be making something on their 'syn' oil for them to be wlling to have it on their shelves...
JMH