I'm normally a Penzoil man have used Penzoil Ultra Synthetic for some time. Good stuff and usually can get a 5 quart jug for under $28.
This oil change I decided go with Mobil 1 extended performance and use a K&N filter I snagged of Amazon for about $9.50.
I never bought much into the oil "hype" seeing is how I'm OCD about changing it frequently but I'm definitely seeing a smoother idle and the car hold higher RPMs longer when in sport mode.
Also the vehicle is a lot smoother at cruise speeds and I managed to squeak about about 2 more MPG on the highway.
Again not one to buy much into marketing or hype, but from first impressions I'm sold on this stuff.