My take:
1) The only automotive company they talked to was Chrysler. Recommend it for a Viper, but no other vehicle yet fail to expain why.
2) I agree that oil is oil in regards to the new categorization of oils. New Vehicle oil, High mileage, SUV oil. There are plenty of non SUV's that can benefit from 5w-40s and plenty of older cars that can run, for example, Mobil 1's 5w-30 which is labeled as "new vehicle" formula.
3) If you find any run of the mill oil with the starburst symbol, in the grade reccomended by the manufacturer, that is API certified then yes that should do. But that is the bare minimum. How many of us in our daily lives live to meet the bare minimums? People usually go above and beyond the minimum requirements on most anything - and in this case the use of synthetics, although not always warranted, has shown in general to provide better protection for an engine. If we should just stick to bare minimums, why do people take vitamins, exercise vigorously or get designer rims on their cars when the vitamins from food, 30 minutes 3 times a week of exercise and regular stock steel rims would do just fine?
Overall this article caters to old school garage mentality.