It's more...when you're used to see Motul products (granted, not all of them, not the 300V line except for motorcycles) in supermarkets at relatively competitive prices compared to Shell or Total, and then you see how it's marketed in North America (and maybe elsewhere), you wonder!
But I'm not here to complain about their marketing (clearly they have to capitalize on their best products and sell it as high end to make a difference, I get that), I just don't feel "on phase" with some discussions about Motul because I'd have a hard time getting them at "US price" when I'm used to get them at "regular price"
Same comment applies to Total products, I see some stores trying to sell it as fancy stuff. But it's good to have choices, many of these products have their value and I'm glad to be able to find them in Canada or US.
Edit: sorry for the OT /