I don't think people want to pay for what a really extreme cutting-edge oil formula would cost. $10/q is likely a brick wall. The Fuchs Silkolene I just looked at was $13/q, ouch. AMSoil probally offers the best quality/money. With otc synthetic oils, I better see some specs, A5 or HT-06 in my case, for the extra money (take note, Castrol).
Figure a some of the extra sin-money goes to advertising, base oil, additives, extra profit % for a premium product.
Good/Better/Best is the best way to look at it. If I did not get good otc synthetic on sale cheap, I would buy conventional oil every time. $2-3 for conventional, $3-4 for semi, $5-6 for Synthetic. Game over.