I generally avoid Rotella (and Shell) products when possible, so it didn't resonate with me , and the incessant "new product yay" hype and viral marketing was annoying.
However, I think it's been shown to be a perfectly adequate oil, and is same/same as most other gf5/SN+ synthetics on the market.
I think a lot of oil companies are grasping at straws when it comes to new products. First it was "more labels, more niches," now some like Castrol are signaling a potential return to single label branding (all mileage, etc.) while others double (or quadruple - looking at you pennzoil hybrid and pennzoil turbo) down on niche marketing.
I think real game changers in branding/marketing won't be label differentiation (if it was shell and valvoline would have eclipsed mobil1 by now) but by packaging, a la Chevron Havoline smart change boxes.
We shall see.