I agree. That test is only valid if you NEVER cold start or short trip your car. For those of us that live where it gets cold, synthetic oil can make sense. Geez, that's about 95% of Canada! The reason I run Mobil 1 is that it's got a good rep, is widely available (unlike Amsoil) and that I want the cold start protection of synthetic oil.
Look at it this way...
I change the oil every 7500kms on the Mercedes using Mobil 1. I pay about $70 for the 8L required and $13 for an OE filter. I do the labour myself. It costs me $83 to do an oil/filter change, or $0.011 per kilometer. 1.1 cents per km. Or, I can change dino oil every 5000kms. A good brand of oil runs about $2.75 per litre. $25 for the oil and $13 for the filter is $38. That's less, allrighty. But, it's still $0.0076, or 0.76 cents per km. Not much of a savings on a per km basis. Compared to gasoline, insurance, depreciatation and other expenses, my "luxury" of running synthetic oil and a high quality OE filter (I could buy a POS Fram for half) is one CHEAP luxury.