I'm convinced this is nothing but an excuse to raise prices. I've been buying my oil at Walmart for years, their Super Tech dino to be exact. Over the last year, I've watched the price of their dino go from $2.37 a qt, to today's price of $5.35 a qt, which is more than double of what it used to be. They no longer offer any conventional oil, it's now either a blend, or a full syn. I have no way of knowing how much of this price increase is due to the switch over, or how much is just inflation, but whatever it is, I refuse to pay that much for a non-full syn store brand oil. I went over the Rural King and found that they still sell a straight conventional oil for just $2.99 a qt, so I bought that.