Gigi,
Working for an oil company, there are 2 reasons we do things (and our shareholders love us for it).
Reason 1) the government says we have to. For example, all of the boutique gas blends we have to make for all of the different markets. What a royal pain, but like the mother's say on gun control, "it for the environment" so we do it (also the though of stiff fines might have something else to do with it.
Reason 2) we make money at it. I don't know about your company, but I am sorry, my company is about making a profit for the shareholders. We don't drill wells, shoot seismic, buy leases or refine oil for the fun of it. We do it because we make money at it. Making a profit is critical otherwise the share price drops, roai drops, bonuses drop etc.
What does this have to do with oil (lubes that is)? If I can take the same product or nearly the same product and tell you the consumer that bottle "A" works best in cars that have over 100,000 miles, and bottle "B" works best in sport utility vehicles (even if it is nearly the same stuff in a different bottle) and you believe it and buy it, then I can probably sell both of them at a strong profit much more so then if I just sold you "oil that works in a vehicle".
Why do I wonder about the wonder lubes that are Thousands of dollars per gallon for guns (try scaling up that 4 onz tube of oil to a gallon some day)? I think to myself and say, what the heck can they be putting into decent feedstock oils to make it so bloody expensive? Even Mobil 1 (made by a competitor) does not cost that much.
So what is it? What is so special that it costs so darn much?
Last thought, and then I will get off the oil issue. Stupidly simple question. Have you ever worn a gun part out or seen a gun part that was worn out that you could say unequivocally caused by failure of lubrication? No, I don't mean some person used the tool dry or put sand in it, I mean they used a product as a lubrication and it did not work correctly?
I don't know about you, but I have not seen one ever. (stainless galling does not count because that is a failure of materials with reasonable lubes)
Sort of like cars, how often do you see head type lubrication failures anymore? Not often. I remember as a kid rebuilding heads on our cars replacing worn out parts. Now, the oils are just better and do a better job of lubrication than 30 years ago.
Ok, off the soap box, and WTI is now at $63 a barrel so it was a good day for the industry!