Roger pretty much has the process explanation, and Dave the marketing spin. The target market is likely the same people who pay a premium for "organically grown" food. As for the difference from "reclaimed" oil of days gone bye, I'm sure the Valvoline folk are having to pass the same sequence testing with the recycled base material formulations as they do with the virgin stock. The process they use is to basically run it back through the refinery process, so it gets handled mostly like the crude oil. Given that the feed stream is probably from quickee lube joints, where comparatively small quantities are picked up, then transported to a larger holding tank, then retransported one or more times before it gets to the refinery unit, there's a lot of labor/storage/transportation cost folded in. A bit over 20 years ago various levels of government started specing "rerefined" oil for their fleet use, politicians doing the symbolism over substance dance.