Went to my local anti-"stealership" yesterday for their $59.95 oil change, about as cheap as it gets in these parts. The service desks are manned by a bunch of 20-somethings. With the last oil change they used the value oil filter and Peak brand bulk oil. Peak is now out of the motor oil business, so I asked the young woman what oil they're using now and if they carried the Made In Thailand filter.
The young lady writing up the service order had no idea there was a filter alternative, "This [value] filter is what Mazda sends us." As for the oil, she didn't know what they were using, "It's a 0W20 synthetic," with a tone that said they're all alike and stop asking me questions.

I think these people missed the class on upselling.

Since I've decided to go with a 6 - 9 month, 3k - 4k mile oil interval (only about 6k driven per year), this budget stuff will do fine.
As it turns out, they're now using this bulk oil:
www.maxximumperformancelubricants.com
Frankly, as a GF-6 oil, while also getting GM's Dexos certification for what it's worth, I'd rather have this stuff than the GF-5 Mazda branded oil.
By the way, the tech shot me a text with a video of him taking tire tread and brake pad measurements. Kinda cool, irrelevant in my case, but perhaps a persuasive selling tool if the wear justified replacement.