I like when these specialty oils pop up every few years, only to sit on shelves until the parts stores clearance the remaining stock to make room for better sellers!
Pennzoil had their Start/Stop, Hybrid, etc. that was the same as their Platinum synthetic, for all intents and purposes. After they realized the marketing campaign was a dud, I bought a bunch of 6-packs from Advance Auto for about $2/qt. M1 now offers the topic TSUV that doesn't sell very well, and I recently cleared the shelves at a few Advance stores for $7.xx/jug and $2.35/qt.
Maybe they can rebrand the TSUV as minivan oil, which will appeal to moms who actually get their oil changed...