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Of course, M1 isn't trying to attract new customers with their claims, because they (somewhat) openly say that the comparison is between oils of different weights, not different brands. They're not making a claim so that you'll go from, say, Pennzoil to M1, they're making the claim so that you'll buy their 0W synthetics.
(At least that's how I read it when I bought the stuff.)
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"¿ʞɐǝɹɟ ɐ ǝɹ,noʎ uǝɥʍ 'ʇı ʇ,usı 'ʎlǝuol s,ʇı"
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