This is not new...it is anal...it is over the top...it is unnecessary.
I have read numerous times that the "proper way" (OMG like it's rocket science OMGOMG) to clean and lube a chain is to degrease/clean it, wipe dry, let dry completely.
Lube the night before your next ride...let lube sit...wipe off excess immediately prior to the ride. I also had been told that the Finish Line drip lube in the squirt bottle should be applied anally...one drop per roller. Now by applying anally...I don't mean ...well anyways.
All this is, as I said...pretty-much waaaay more than I usually do. I usually clean with Simple Green and a chain machine...let dry...spin the crankset and squirt rollers for a few rotations.
Aaaight so this is a result of "anal lubing".
We'll see how it works. I may end up using the "anal lube" technique from now on out if my stuff stays slickery longer.
It's funny...I know it comes out in a "thiquid" form...but I wonder how much of that actually made it down into the roller since so much of it us just chillin' on the outside...crackin'n'breakin'.