How do you know they don't buy the same base stocks from Shell, Mobil or Chevron? Possibly one or more of those are willing to sell base oils at a premium price, thus making more money that they do selling their own formulated oils. BTW, PF just released a video on diesel oils. Once again, Amsoil won on lubricity, lower power draw and lower volatility. It lost on cold flow.
There are many products on the market in many different industries that are made by small companies and yet are better than those made by the big ones. It is often a marketing decision. The big companies may choose to go after the mass market with a decent product that is not the best possible, in order to maximize profits. Small companies may opt to go for a niche market or a premium-priced market.
I do agree that Amsoil has a lousy marketing system. But my experience with their products has been outstanding. I am a "dealer" for them, but that is a sham. I do not sell their products. I pay the price to become a dealer because the dealer discount saves me much more than the annual membership price. It is like joining Costco or Sam's club to get the discount, nothing more.
I notice your tone has gotten more civil. I appreciate that. But I was hoping that by now you would apologize for wishing me to be killed by a truck. Surely you realize that arguing about oil is not worth that outcome.