Just bought a new lawn mower, and noticed that Tractor Supply, and other home and garden centers sell several small engine motor oil brands , including Kohler Engine brand. The Kohler 10w-30 oil is rated for diesel engine and gasoline engine use (CJ 4, SJ), and priced at 5.99 per quart. Why anyone pay this much for a quart of convential oil to use in a small engine (which is what Kohler specializes in), when many other oils meet the same specs for less price. And the same goes for Briggs and Stratton , John Deere, Pro Select, Arnold, and other brands of oil that are marketed pretty much specifically for the small engine market. The Briggs oil (30 wt.) in an 18 oz. bottle is priced at 4.98 at the same stores in this area, pricey if you ask me. Why not just a 30 wt., or 10w 30 wt. "non small engine affiliated brand oil, for far less money?