I think the technology has value. It can succeed if Castrol get it right, mainly if it's open source / licensed at attractive prices.
The typical bitoger is not going to find value in the technology, but bitog is not the target market for this invention.
In Europe, oil changes for luxury cars are probably much more than the $100+ they are here. DIY is difficult enough for most people that they won't attempt it and even if they could there are logistical considerations eg oil and filter disposal,
Since adoption of any technology usually puts downward pressure on prices, and at the end of they day, an oil change is a commodity, I can see the price and value proposition making this attractive if Castrol can reach a critical mass.