I was in denial for awhile about Rotella being the true bare-minimum-spec swill that is is. I mean, it's so popular, how can it be lame?
But when I stepped back and considered the economics of just the massive amounts of lube the fleets buy, and how much reward there is to SOPUS to keep Rotella as cheap as possible, it made a lot more sense.
The same cost pressures that race to the bottom are even more prevalent in a mostly-commercial market with heavy pressure to commoditize oils down to whatever meets the spec. When you go through oil by the 975L tote, and see that Rotella is significantly cheaper than Delvac or Delo, you can see why Shell puts so much into marketing.
Delvac 1 in a 5 gallon bucket can be had for $170
T6 in the same 5 gallon bucket is $152 from the same vendor.
Delvac is categorically superior, but it costs a little more. That's just enough to lose out on big buys for fleets and such.