Thanks everyone for the comments. I don't see anything incorrect, but I'm still baffled by this product in several ways. Again, the bottle is a mismatch from the rest of the M1 product line, and it's also inconsistent with the color coding they use with the rest of the line (except the AFE oils, which this is definitely not). All of their 5w30s are blue coded, and the 10w30s are green. This is a 5w, with green color coding.
And it is obviously a niche product, now that I've read the comments, I see that. But that said, why is it totally absent from the main US Mobil oil site??? EM seems to take pride in its vast line of oils, why not brag on this stuff too???
As several posters have noted, this is probably an oil meant more for diesels than gassers. That's fine, but odd still in that the label says virtually zip about the product being for diesels. With the 5w-40 TDT, they proclaim the diesel orientation right in the name. But not with this oil. Another inconsistency.
Well, it is what it is, and I'm not privy to the marketing process inside EM. I imagine they've given what they're doing some thought. Thanks for the comments. More welcome if any.