If the SAE and ILSAC were not stuck in the one oil for everyone and everything mentality, perhaps Dexos would never have happened. With the current approach of SAE and ILSAC, there is no objective way to judge between oils, even between dino and synthetic. So we are left with nearly all marketing and names like “Ultra”, “Platinum”, “Gold”, “Ultimate Durability”, “Extended Performance”, “Edge”, and subjective statements like “protects longer” and “cleans more” instead of objective data to identify and quantify performance differences and justify higher prices.
Then again the ACEA has multiple categories and the European makers have no shortage of their own vehicle specific oil requirements.