I have used ATM & HDD, Both are good. I use Amsoil because I like their "clever marketing", and their reputation. I also have a friend that worked as an Engineer at TRW doing failure analysis on engines and he uses it. I will not however, say it is better than any other oil, I don't care if it is. It is good enough for me. As far as the cost goes, you can leave it in longer, making the cost difference zero. I don't worry about it. I change the oil in my tractor once a year, (50 hrs.), and the price is not going to break me.