A large portion of what drives manufacturers in the selection of lubricants for their products these days is fuel economy. Every 1/10th of a MPG they can save using a better lubricant get's them that much closer to meeting MPG standards.
DP. that may be true for autos, but motorcycles, atv,s and other motor driven objects don't have an mpg standard to meet . Yet they still spec. synthetic oil. I know you already (as you are in the lube business

) it lubes better & the engine runs cooler temps & in ,alot cases, they can get more hp running synthetic.