99.9% of chain waxers don't use Silca's $$$ secret wax (I did pull that number out of my arse, but I imagine most people would use plain old cheap wax rather than Silca's), so unless this is all a conspiracy by Big Canning Wax and Big Small Crockpot, I think people discover waxing through word of mouth. I've been waxing for a number of years - less concerned about drivetrain longevity but really enjoying clean chains.
$13 crockpot from Amazon, a pound of canning wax, replenished with unwanted scented candles, and I wax all three chains every ~1000 miles.