For a while I kinda liked Mobil 1, then realized it was mostly marketing--well, at least when tipped into a boring Toyota appliance, any benefits were not going to be seen. Switched to Supertech for most things. I'd put that into my hybrid but for some reason ST isn't available in 0W16, so that's Mobil1 for now.
Now if I were to get something more exotic, or something that I push hard, I could see myself going name brand.
Oh: I do put Rotella T6 5W40 into my ATV, I'm not sure that I push it that hard, but at 3.5qt per change and one change per year, I'm not going to think much about it.