Well, we have really just ignored it for a long time. That has had the unfortuante effect of making some believe what they hear is true. So what are they doing about it? They are having myslef and the other technical trainers in my group answer filter, spark plug and coolant questions on various internet forums with engineering facts, no marketing bs, just facts. I hope you buy my compnaies products but I am only here to educate, not sell.