So after running this stuff for a couple months now - I've decided I kinda like it. The drivetrain stays cleaner than with other products, and although it does need reapplication more often than some other lubes - less is required and application isn't at all messy. Have absolutely no idea where our poster here got the notion it gummed up his drivetrain - its actually keeping mine cleaner.
And none of the magazine reviews I've found have anything negative to say about it.
http://www.fine-adc.com/bike-medicine/purple-extreme/
Anything listed as 'Lubricant of the year' twice, 'Product of the year' twice and 'Most wanted product' can't be all that bad.