The funny thing about the marketing IMHO, is that they (Amsoil marketing) think the world eats it up as much as the insiders do. And they don't really give a hoot to change it. They think the tech. savvy folks are such a small percentage (probably true), so marketing to the average joe is what it is all about (also very true). In reality this is not much different than any other oil company marketing. It's just that Amsoil (by it's nature) must skim the technical edge to show the features and benefits. They get into trouble from us sharp nutcases when they go from technical to technicrap.