Yes, that's true, I am aware of those wholesale outlets, but that's much less convenient for most people compared to going to Canadian Tire (which in my case there is one that's 1km from my house) and as mentioned in another thread here recently, I'm not convinced that the new 0w40 ESP is better than the 5w30 version I'm currently using. I would go out of my way to get the new 0w40 if I thought it was worth the trouble.