I run whatever oil is on sale. Lately the Walmart Supertech 15-40 has been the cheapest around $8.50 per gallon.
I think of it like changing shampoo brands. The first time you use a new brand of shampoo, your hair feels so much cleaner cause it cuts out the deposits left by the last brand's special mix.
I figure the motor in my truck will last longer than the rest of the truck, regardless of what brand motor oil it runs on.