The fact is that your average American car/driver combination requires a very undemanding lubrication product for their street applications. On top of that, the VAST majority have had the 3,000 mile OC propaganda pounded into their heads for decades. Nearly all used oil being recycled has significant life left in it as is. The base stock is free. Some filtering, blending, additive tweaking and you should have a very inexpensive product that should work just fine in 99% of all US street apps. I'll bet they still make money even after their $20 coupon.