While I didn't read the entire thing (seems reasonable, however) I did notice the oil comparison "tip panel" video. I believe this is a little misleading. The used lower quality engine oil at room temp flows SLOWER than the high performance used oil at -30C??? HOLY COW! That's not the oils fault, it's not oil anymore. It's sludge at room temp. Not really sure how comparing oil to sludge is useful in this contest. You're just comparing a nice synthetic oil to .... the worst oil they could find, I assume?
Still, I like the way this article is laid out, the information they give and how they specifically detail market forces and regulatory forces driving changes to lubrication.