I prefer Valvoline Synpower 5W-20 in my Camry Hybrid. I've used QS Ultimate Durability before when they were handing out those rebates. The start-up was a little noisier (1st .5 seconds) in the morning. My car starts up smoother with Valvoline. Plus, I signed up with their 300,000 miles engine warranty. So, even though QSUD is about $5 cheaper per 5 quarts, I still use Valvoline Synpower.
With that said, my engine burns Valvoline Synpower more so than any other oil, even Mobil 1. I'm not sure if it's the oil or the age of my car (101,000 miles). Anyway, I'm losing about a half a quart every 4,000 miles, when I typically only lose a third of that every 4,000 miles.