Why dilute their reputation you ask? Short term bucks. The old cats want to retire soon you know. Seriously. ..... I think it is clever for the execs at Redline-ConocoPhillips-or-whoever-owns-the-brand to completely fool non-BITOG people with this Pro Series line. They can charge higher prices for an oil comparable to SuperTech or Mag1, etc. Smart business. Deceptive, sure. Deception is Marketing 101 though. In a textbook on Marketing, this is known as "brand leveraging", a shiny-happy way of saying "deception".