hit their site, check them out. the way opti works is completely different than other oils and synthetics. The rep that called me back literally at biz opening the next day was great to deal with. As far as marketing is concerned, it probably isn't bad marketing as much as it is no marketing needed as it was allegedly carried by all Ace Hardware stores as a stock item and is specifically for two stroke engines and yard equipment., I can't recall ever seeing 2 stroke motor oils of any kind being advertised on TV or radio.. All I know is it's a buck fortysomething a packet, you drop that into a gallon of gas, and it works.really.great. No stanky 2 stroke smoke, no oily mess anywhere on any of my dozen plus builds thus far, and no real buildup or gunk inside the engine. Every build I've ran on it with so far is still on the road and hasn't had squat go wrong with the engines themselves in 4 years running.