I discovered the website back in 2004. Initially, it was a blog where Bob posted his articles and experiments. I wasn’t aware of the forum until much later. One notable experiment he conducted demonstrated the detrimental effects of Lucas Oil Stabilizer on various applications. After that, I completely avoided Lucas products.
When Bob fell ill, the site was handed over to a couple. There are different stories about this transition; some say he entrusted them with the site, while others claim they bought it. Regardless, a simple Google search will reveal their names. Once they took over, they heavily monetized the site, bringing in new sponsors like Castrol. During this period, there was a significant purge, banning members they didn’t like. After the husband passed away, the wife took control. She is believed to have signed Castrol as a sponsor. Remember the German Castrol threads? They were quite entertaining. The fascination with motor oil dyed green was astounding. It was simply a PAO motor oil with an API SL additive package, nothing extraordinary. What stood out was the astroturfing. That’s why there were many discussions about German Castrol and other sponsor products. They still practice astroturfing but are not very good at it. There’s nothing grassroots about people's love for Pennzoil; it’s a commodity product sold at a reasonable price that does a decent job of protecting engines.
Well, the wife also became ill, and a long-time member stepped in to "help." He claims to have bought the site from her. After acquiring it, he set up a corporation with shares and trademarked the name. A simple Google search will reveal the relevant documents. Pennzoil was signed up as a sponsor, and their reps started posting on the forum. There was also a FRAM rep, but both have since left.
The owner is very active on the forums daily. Look for the user with an American flag avatar. He maintains a clean, friendly image but has another user whose name starts with "M" and includes numbers to do the heavy-handed moderation. This user only appears when something questionable needs to be done, and personally warns users when necessary. Two specific moderators handle most of the heavy-handed activities.
The goal is to ensure posts align with the sponsorship model, keeping the money flowing. There are three main reasons for getting banned:
- Your posts don’t fit their model, and if they can't change your thinking, you're gone.
- The owner doesn’t like you, no matter the quality of your posts. It’s not just about the money; his ego plays a significant role.
- If a moderator dislikes you and the owner doesn't intervene, you're out.
Nothing on that forum happens randomly. Everything is orchestrated to drive traffic to the site. Sometimes, they allow users to post extensively before banning them. The posts remain, contributing to the site’s relevance in Google searches. This tactic helps generate new content for search engines. The owner then uses traffic data to attract sponsors and advertisers.
In conclusion, posting or even reading that forum is a waste of time. There’s very little valuable information, mostly bad opinions and conjecture. Many reputable companies in the lubrication industry do not recommend it. The guy from "Lubrication Explained" also stated it’s not a good place to learn about lubricants. His community, although more focused on industrial lubricants, is a better alternative, albeit with a membership fee.
There is one user worth following on the forum, Foxtrot08, an industry insider. He has politely pointed out that the forum members "have blinders on," implying their lack of insight. He would have been banned long ago if he weren’t a millionaire oil company owner.
Consider that many of us who contributed quality content to that forum were frustrated with being told what to think and post. We were also tired of the favoritism. However, a new alternative is coming soon, where people can share their opinions freely without ridicule. This new platform will prioritize free speech and opinion over profit. Civilized discussions, even arguments about oil, are valuable. The First Amendment exists for a reason, and as long as discussions remain civilized, they should be encouraged, regardless of who is right or wrong about lubricants or other topics.