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That's my take. Amsoil is such a niche market that it will never challenge the competition to produce better products. There's no gain in it. People that are sorta "in the know" will gravitate to a PureOne for the best bang of that level of filtration and not ante up (almost double) for the difference of an M1. M1 filter users are brand loyal and don't really care about the cost.
There's really nothing to alter most of the current consumer motivations in filter selection with JUST the introduction of a better filter ...under ANY label. Amsoil's niche type marketing is the only way that something like this can work. You're paying a premium of premiums for the privelege. It's not worth it to the mass vendors to offer this level of filtration at any price. They're already balanced out in the cost:demand:marketing yield triangle. Amsoil, OTOH, is operating on its adaptive home court.
Is an EaO worth 20% more than an M1 in comparative worth? I'd say, "YES". Is the M1 worth the premium that it demands in the market to begin with? Not in my opinion ....but Mobil and those who buy the filters don't agree with me. The majority of the cost is in marketing and ROI for those who distribute it and is way out of whack with on a cost
erformance basis.
I doubt that the EaO line is any threat to M1's throne in the consumer's eye ..as few who can perceive it to begin with.