Dead curious where they’re actually using it… Engine assembly grease is usually a “does one job” thing, it needs just the right amount but not too much permanence, and itneeds to play well with pretty much all common metals and seal materials which is tricky, and the oil solubility tends to take away its overall survivability. Not to mention making it a little expensive, it’s like £20 a tub for the Maxima which isn’t super pricey but it’s enough that it has to be doing something useful. Maxima’re a bit unusual, they pitch it as “assembly grease that’s actually kinda useful as an everyday basic grease” whereas most are pitched 100% at the specialist job
(which i think is mostly marketing, people like products that only do one job, we tend to assume it means they’re better at it… But engine assembly grease is so specific, hardly anyone will ever need it and most people that do will never use up a whole tub in their life. Like, I got some to do a rebuild and probably used less than a tenth of the tub. So using it up as a general use grease could actually be pretty useful compered to “sitting on a shelf for the next 40 years”)
I can definitely see it being useful in some specific jobs- like, maybe the oil solubility is good for forks? People have had issues with loose grease blocking air transfer ports in rockshox solo airs frinstance. But then forks tend to want the slipperiest of grease, which this is not. Really not sure what advantage it could bring to bike “assembly” jobs like crank-on-bearing or frame bolts, compared to a regular waterproof grease?