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But other grades elsewhere is perfectly normal, as is the use of thinner oils in Japan, as they've been pushing the ultra-thin oil angle for years with grades whose Noack was so bad they wouldn't even pass the API limits. They also have regulation that caps the useful life of vehicles, hence the business of importation of JDM engines to North America. Ergo, ensuring they last hundreds of thousands of miles isn't a high priority.
It was Honda, in their paper on going below 0w-20, who noted that they were making design changes (wider bearings, special coatings) to obtain acceptable wear in the presence of increased operation in boundary and mixed lubrication modes rather than hydrodynamic. Because they observed that they could actually reduce friction in boundary with oil additives, despite the wear, over the viscous friction taking place in hydrodynamic. It's all a quest for these incremental gains in efficiency, which I'd say were pioneered in Japan but have spilled over into other markets due to regulations like CAFE where these small increases in fuel economy have a cumulative effect for manufacturers who benefit.