You're sort of missing the point, twice.
1. "Why not use 5w40?" You tell me! Maybe I should just use the 5W40 in everything! I don't know. The cars all call for 0w30/5w30 weight oils so... If 10 people on an oil forum just say "5w40 will work great in those cars" then we have an answer here, but you're asking me? Doesn't that sort of defeat the purpose of a forum to discuss such a possibility?
2. I won't pay $10-20/qt of motor oil when wallymart has it for $4.50-5.50/qt.
You're just playing "bitog ball"
"People really seem to like this oil" - What people think doesn't matter, the only thing that matters is the specs it meets.
"This oil meets these really stringent difficult specifications, must be pretty good" -Specifications on the bottle mean nothing without good UOA's to prove it."
"This oil produces really good UOAs on long OCI's, must be pretty good" - UOA's don't matter, they only tell us about the engine not the oil"
"This oil meets all of the specifications that my car calls for and is in grade" - It's probably terrible for your car and will just get it through the warranty and nothing better.
Anything else you'd like to add to the circle to dismantle the entire purpose of why you and anyone else is here?
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Also, I understand how W ratings work but I suspect some people here oversimplify it and forget how those W ratings are being achieved, only paying attention to the viscosity at specific temperatures and the cold crank limits, as if engine oil is always either cold or at operating temp, and never in-between. It's easy to forget that most of our engines are not operated like continuous duty highway or generator type applications, and that a multi-grade oil usually starts off as a thinner base oil with viscosity modifiers (expanding polymers) to flatten the dynamic viscosity curve as heated.
The oil formulations used to achieve a particular W-XX multi rating impacts the viscosity dynamic curve throughout the entire temperature range the oil will see through warm-up, and in the temp variations away from 100C that do occur under different weather and engine load conditions. Some modern engines actually struggle to reach operating temp in casual driving due to increased efficiency and and too much coolant bypass even when thermostats are closed.
FYI... 0W30, 0W40, and 5W30 all tend to share similar viscosities in the -20-70C range (except for M1 0W40, which again, stands closer to a 5W40), which for our driving routine with these vehicles, is why I consider them more interchangeable than a 5w40.
For about 2 months per year, our average temps will be -4C, and we usually get 1 cold snap per year lasting a few days or a week with lows around -30C. A 5W rating here is sufficient but does not leave much headroom for the unknown. For those saying "you'll never be able to crank your engine at those temps the battery will be dead" ... Our cars have AGM batteries and I carry a LiPo jump box with me in the winter which can usually get an engine to crank at any temp we have ever seen around here. I prefer a 0W oil for around here when possible but a 5W usable.