Rotella in my diesel, Castrol synth in everything else. Probably just a coincidence, but i used oil other than Castrol 2 times in the past and lost an engine shortly after. Now, I'm superstitiously tied to Castrol. Any oil, within the same category (conventional,synth,etc.), meeting SAE specs is really just as good as any other. I forget who did the test but Wal-mart brand conventional 10-30 oil tested just as well as conventioanal 10-30 Pennzoil,Mobil,Castrol,etc. Oils are more closely regulated than they were even 20 yrs ago when you could get wide variations in formulas. The diesel forum I'm part of has an ongoing oil thread I've read indepth.
I once saw a 350 chevy run on a dyno with no liquid lubrication at 7000rpm. Dry lubricant films and low friction roller bearings, along with advanced cooling, I believe an alcohol based cooling medium. It was a dry film company working with a Nascar team to try and reduce parasitic losses in an engine. They saw a 10% increase in power just by eliminating the oil frictions. It was interesting watch it run with no oil pan on it and the rotating assy spinning away open..unreal!