John:
I'm late to reply, but the Walmart price, when the 5-40 was introduced in late 2001, was $18.88 a gallon. I decided to use it in my 1999 F-250 powerstroke diesel. (4 gal.) I can't really say it's impact on cold weather operation, as winter forgot to stop in CT. last year. I still use Rotella 15-40, spring, summer & fall.
I was to do the 300 hr sevice on my Kubota, and needed oil. I had been using Mobil 1 10-30, but Walmart was out of stock. As my BX uses less than a gallon, I thought the Rottella Syn. 5-40 was a good substitute.
The jug was still marked $18.88, so imagine my pleasant surprise when it rang up as $12.83.
One observation with the synthetics, if you have any loose seals, gaskets, washers etc., the oil will find it's way out.
For the amount I use in the tractor, it seems like cheap insurance. For the 4 gallon oil change in the F-250, it has just become more affordable, and therefore justifyable. (As a cheapskate yankee)
WALT