I personally do not doubt it is a good if not superior oil. Though I understand doubts revolving around who funded the study, that in itself, would not dissuade me. Nearly every product on the market making claims against their competitors does so with data funded by or performed within their own labs. ( I was a research Chemist for 18 years and have 17 US Patents). Generally any product that resorts to independent dealers for their sales over, say an automotive franchise etc. charges more simply due to the method of distribution. The Amway approach, for example, adds several levels of "profit". To hold the price within reason they resort to lower levels of quality and rely on their reps to hype the products back up to the quality of their competition, which is usually priced significantly lower. My question- How much is Amsoil?