The packaging and branding strike me as brilliant. There's an emotional component to any purchase. There will be an audience of customers who will be charmed by the imagery. And those not charmed by it certainly won't forget it.

Most people, despite what they may claim, buy on emotion. My neighbor runs Rock-n-Roll lube because of what the name evokes. Part of my attraction to Chain-L is the link to Channel #5. That other Lanolin lube that someone linked to earlier in this thread? I viewed the page and have already forgotten the name. An emotional connection was not made.

Now a lube does need to be suitable to its purpose. But most lubes are, so the branding and the emotional imagery becomes a deciding factor.