Much as I love the concept, the bottle, and the oil, this product will be a major flop, and we won't see it in a year or so from now.
There is simply way, way to much stigma and misunderstanding about 'recyled/re-refined' oil for people to understand..add in the equal/higher price, and it's done.
S/K's WM house oils fly off the shelf up here b/c they are noticeable cheaper than other options, there is a lot of market for simply cheap products. The fancy 'EcoPower' syn-blend, 'green' re-refined oil, that is quite a bit more expensive, barely moves off the shelf.
Cheap sells, period. If Valvoline offered this oil at 60-70% of the price of normal oil, it would sell. Cheap, recycled engine oil will always sell well to the 'bottom feeders' of the auto-owning world for their oil-guzzling Tercel/Hyundai/1980's Buick.