My local shop offers Thrive for their lower priced "house" basic lube option. They offer Mobil 1 as the name-brand, high-test option.
When I asked why Thrive, his reason was that it was a more affordable bulk/house option for customers who want a short change interval OR who don't overthink the process and where Mobil 1 is overkill. The overall quality of thrive is about the same as many other brands and is otherwise unremarkable.
I don't know where Thrive would end up on Project Farm's oil championship. But it probably would have fallen away early.