The 0W40 is their synthetic (blend?) so it didn't really surprise me how much they wanted for it. It's about twice the cost of the (conventional?) other weights.
They have 0W-40 weight in both dino and synthetic. The dino juice runs about $7/quart, and the synthetic runs $10-$14/quart, depending on weight and whether you're buying in quart bottles or gallon bottles.
I have noticed their 0W-40 ($14) is more expensive than 15W-40 ($10), probably just because they process and handle it in much lower quantities.
I took a look at their info sheet on their oil and they don't even mention the word synthetic anywhere in the document so I guess they'd rather keep that a mystery.
Their synthetics are all clearly labeled as "Premium Synthetic", so there's no way you could be confused by that. If it doesn't say that on the bottle, then you're looking at dino oil. If your dealer is selling that for any more than $7/quart, you have a dealer problem, not a manufacturer problem.
Do note that the Plus-50 II is specially formulated for their diesel engines, different than the Turf-Gard formulated for gasoline engines. I can't imagine what they change in the formulation, but I'm not a petroleum engineer, and there must be some reason they go to all the trouble to make, stock, and track two different products at each weight. Point being, I know I can get Mobil 1 for $9 at WalMart, but I don't care so much about saving $2 - $5 (dep. on weight) per quart, that I'm inclined to deviate from manufacturer's recommended product without a more informed opinion on the consequences.