Well old thread or not lubing chains is still an important thing to take into consideration and there are always new and improved products coming out on the market.
Got this from an old timer mechanic:
T. W.
Long Lasting Tire Shine
Wet 'n Black
Professional Tire Dressing
for deep black, wet looking tires
with U.V. Inhibitors!

We live in a desert environment, hot and dusty. I believe it's the silicon in this stuff that works and I doubt if the brand name is a consideration.