It a pyramid scheme. Why would any state of the art product market that way? There are people who swear by anything. It may be high quality, but I refuse to buy anything sold door to door or through MLM. There are many ways that are more efficient and scalable to sell motor oil.
I use the 90W gear oil in my vette, for no other reason than it's what the shop had at the time. It's been good stuff, but I'm not positive it's better than any other gear oil. I think Lucas, AMS and the like are all just marketing.