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It is actually cheaper than the leading and other popular synthetic oils. Their oil cost comes from buying the fats and processing them with nanotechnology, which accounts for their own -- otherwise cheaper -- refining costs.
And since the consumer doesn't need to recycle the g-oil after using it (did I mention it is smoke-less, too? and there are other g-oils for all sorts of engines including farm and marine?), that passes more time saving onto the customer. Their slogan is accurate: Save the Earth, SACRIFICE NOTHING.
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