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Ray O, I think the reason so many people defend Amsoil is because used oil analyis doesn't lie.
Boutique oils from companies like Amsoil and RLI consistently turn in better engine wear numbers than the big boys like ExxonMobil. In fact, Group V oils like RLI's may be the future.
Respected tribologist Terry Dyson currently recommends RLI, and he does a whole lot of testing.
So by your statement above, I hope you're not suggesting that Amsoil is alone on a limb by selling non-API-certified oils.
Again, RLI's oils are not API-certified either. And big boy Shell recently came out with a non-API-certified oil, too. ....Shell, one of the world's biggest oil companies...
By the way, Dyson Analysis also likes Pennzoil Platinum, right now, too. So it doesn't matter to oil expert Dyson whether he's looking at oils from huge giants or small companies. He picks the best, whether they're API-certified or not.
Of course, whether someone should buy a particular oil like Amsoil or RLI depends on a buyer's car's needs.
Walmart, seller of Mobil, Pennzoil, Havoline, Castrol, etc. went to Amsoil several years back, wanting to carry Amsoil on its shelves too. Amsoil was happy to provide Walmart with a private-label brand, but Walmart wanted the Amsoil brand. As a result, Amsoil turned Walmart down, worried that Walmart would hurt Amsoil's many dealers across the country.
I wish Amsoil had said yes to Walmart, because I'm sure the oil would be a lot cheaper there! [chuckle]