Good lubricants, WAY overpriced.
Terrible sales profile. Top shelf lubrication technologies, sold by Bubba and his band of know-nothings, that singed up to sell the products at the county fair. And they have some great products too...the way they do business is a shame really.
I have a customer that specifies Amsoil in some of their robotic equipment. As a result of using a potentially great amount of their products, we have become Amsoil dealers. But, I will NOT sell their motorcycle (or auto) products to anyone. I will direct them to some of the few dealers they have, that actually know something about tribology and lubrication. They do exist, but are far and few between. Most Amsoil salesmen are simply idiots...OK, so that is a bit strong...let's say "naive". (sorry to be so blunt)
Just as a side...Amsoil jobs out ALL of their greases. I can purchase the very same grease from the original blender for about half the cost of Amsoil, however my customer states Amsoil, so he gets Amsoil. If you ever wonder why automobiles are so expensive, it is tricks like this that make it so.
For my money, a good Type F ATF (pick one) is what I use in 2T boxes. If I feel like splurging, I may go for the Mobil1 ATF. I rarely splurge, except for my suspenders and KTM clutch.