Hi Terry,
I have scratched out countless "perfect" motor oil formulations on paper over the years but haven't blended any. I am a conservative sort and prefer engine-tested formulas constructed by people with more motor oil formulating technology than I have. While Hatco led the synthetic technology in the 1970s with the first qualified synthetic motor oil, diesel oil, gear oil, and 100:1 2-cycle oil, they dropped out of the formulated automotive oil business in the late 1980s - volumes were too small, major oil competition too high, and costs for the continuous upgrading of specifications prohibitive. Hence my knowledge of formulating oils for modern engines is a bit rusty.
It is not illegal to analyze motor oils or to discuss the compositions online. If it was we should all run for the hills! If I was wrong in my assessment that might be another story, but there is certainly no malicious intent, nor did I say anthing bad about their products. If EM convinced me that my conclusions are wrong I would immediately post it here, apologize deeply to the good people here, and do what I can to rectify the situation.
When Castrol went Group III word got around very fast and they took a beating from the purists, and still are, but that is only one element of a business decision. Oil companies understand that formulation changes will not remain secret for long and it is only a matter of time before it becomes legitimately known. They also understand that they can’t please all market segments, and no matter what they do some group will be upset. Still they must get on running their business. And remember, the registered members of BITOG represent 0.0002% of the global population, and most of these are not active or reading this. And of those who are, only a small percentage are M1 users and many will not change, including me. I can’t imagine this thread having a measurable effect on EM’s earnings.
Using Group III is a smart move for a business and not really a betrayal. Oil companies are not selling a formula, they are selling a performance level, and are free to change the formulation anytime they please so long as their claims match the performance level they are selling. To my knowledge EM has never claimed that their synthetic oils have no Group III, only that they are based on “synthetic” base oils including PAOs. It would be foolish for a company to take such a definitive stand against a class of chemistry as it closes the door forever on them changing their minds or responding to market trends. The purists have inferred from their statements that they would never use a Group III, perhaps because they wanted to believe it, but EM did nothing wrong in my humble opinion. As for the price, value is determined by each buyer. I am willing to pay more for M1, not because of its composition, but because I respect their history, quality, and reputation. There is value in that name that I will shell out a few more bucks for, just as many people continue to buy the Castrol Group III synthetics.
Regarding business opportunities with Dyson, best we take that off-line. Please feel free to call me.
Tom