While I'm not in any way connected to the company or their products, let's not also forget AMSOIL products. Independent lab tests seem to indicate it's "better" than Mobil 1 in a number of categories like flashpoint and thin-film measurements. Take a look at:
Tests prove AMSOIL synthetic oil beats the 10 top competing motor oils.
I've used their trans fluids for a few years in previous cars although not yet in my 07 Camry (mainly cuz it's a PITA to change the trans fluid in the Camry).
I know...another manufacturer hyping their own product...heck they all do it to some degree and I doubt that I would trust some shade-tree mechanic giving me a non-scientific opinion without numbers and hard data.
There also is some synth oil product from Japan...I forget the name now but it a local mechanic that only works on rice-rockets was RAVING to me about it.