My guess is the cost is due to their advertising cost. Google oil comparison and you will find TONS of amsoil "favored" sites that were made by the company.
Because of this, I decided to just stick to Mobil 1 and its filters based on the oil guy's website recommendations.
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[GONE]
GenV GTP engine, 12" Brakes, CAI, 3" DP, HighFlo Cat, 180 T-Stat, Aeroforce Gauge, Front STB, Stinger Fiberglass hood, Reflective Graphics.