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I love the stuff. The best part IMO is that it doesn't attract crud. Everything just wipes right off.
Yes it costs more than Mobil 1, but after putting $30-50 of ammo down range I'm not going to cry over $0.25 worth of cleaning product instead of $0.02 worth of product. It costs more to drive to the range than to clean my guns.
The first application is a bit of a chore, to put it gently. So far the easiest time I've had with it was when I sat out on the front porch in the sun and brushed it onto the parts as they heated up. I kept denatured alcohol in a Blue Solo Cup with a toothbrush cleaned everything up first. I was surprised how BLACK some of my black rifle parts were. It looked like ink pouring off my brand new stripped upper. Once dry, I just brushed the paste version on, let it sit for an hour or so, wiped it off and put everything together. The hairdryer technique works just fine, but it's obviously slower and louder.
Haters gonna hate, but I like the stuff.