Sure there's hype involved in this article, but I do agree with Rob Shelton's comments. Those small advantages do add-up to a more competitive car. For years, you'd see F-1 lubrication engineers mixing custom blends before qualifying, the race, etc. I remember some top-sponsored SCCA racers using 30wt oil in their Jag & Porsche gearboxes just to gain a slight advantage (of course they had a virtually endless supply of fresh boxes on the shelf.) My point is, if you can just slightly reduce friction on moving parts and, let's say, gain 1/100 of a second per lap, you've just improved your track position at some of the super-speedways, especially if all other avenues of tweaking the car have been exhausted.
JOM
Bill