Not a fan of multi-level marketing. When a shop sells a regular product, the product stands on its reputation. When a MLM marketer sells a product, the goal is to convert customers into (often) evangelical sales reps that spread the word for them. What that means in practice is that instead of hearing about someone's results with a specific product in an unfiltered way, the public is often hearing from someone who is being compensated directly or indirectly in the event that more of the product is sold. So you end up with no neutral references, just paid advertisements. That is all apart from the quality of the product, which may or may not be fine. The usual defence is "but the product actually is good....". Not the point IMO. I tend not to trust reviews by those being compensated to do those reviews.

Beyond the MLM issue, there is the reluctance to submit oils for independent third party testing (API for example), which appears to be a defined part of the business plan, in order to promote the mystique of boutique oils.

Finally, there is the misleading language around the tests the oils have passed and the certifications they have. Amsoil is like several other smaller oil companies here, they are not the only one, but saying that an oil is "suitable for vehicles that require an oil to meet spec xxxx" is not the same as saying "certified to spec. xxxx". It is designed to mislead. The words are written by lawyers, not engineers. It may or may not meet the spec. The seller is saying that you should just trust them, and use it anyway. It exploits those consumers who don't know the difference. It is a shady practice that sellers should be called on.

They very well may take care of their dealers. My issue is that they set out to deceive their potential customers.

I never thought of Amsoil as being like Snap On. In my experience, Snap On and Mac let their product speak for itself. Maybe that was just the reps I dealt with. They didn't overpromise. They didn't say "this wrench will make your oil last longer and your car run smoother", they said "this wrench will fit a 17 mm bolt and if it breaks we will replace it". Pretty straightforward value proposition.

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2007 X3 3.0si, 6 MT, Premium, White

Retired:
2008 535i, 6 MT, M Sport, Premium, Space Grey
2003 X5 3.0 Steptronic, Premium, Titanium Silver
2002 325xi 5 MT, Steel Grey
2004 Z4 3.0 Premium, Sport, SMG, Maldives Blue