Shell the clear leader in the poll.
Lots of advertising, a recognized brand, my buddy uses it, whatever.
Recently, Discovery channel had been running Rotella ads during auto themed shows.
For 6.7 guys it's either Rotella of Valvoline Premium Blue because that's what is on Ford's approved list.
Mobil and Delo (a few exceptions for Delo) did not make the cut.
Between the leading brands, the differences are so small, any of them do well.
Frankly, house brand Traveller from TSC and SuperTech fleet from WalMart can get you to 300k.
The only place I would consider using Lucas is to make the campfire smoke, and it doesn't even do that well.
No Kendall users? An excellent oil, reasonably priced. I'm surprised. Very low wear rates with Kendall, stout, a unique additive pack. Made by Phillips, same folks that bring you Motorcraft oils.