It's not just marketing, there are differences. Given that dirt bikes chew chains more than road bikes, I'd say it is a combination of grit and thumper power pulses - big thumpers chew chains more so than little thumpers.
The o-rings can have various shapes which varies their friction & sealing ability eg o, x, w & z. "O" being the simplest, cheapest & most primitive - I don't think I'd ever buy less than "X" unless I stepped down to a non-o-ring HD chain (no o-rings to worry about, can/must be water-blasted and lubed, cheap!) as the benefits per dollar are substantial and universally agreed.
These guys have concise summaries:
http://www.chaingangchainsandsprocke...20/cat_40.html
They thoroughly recommend the better sealing of the XW-rings for mud & sand. In endurance racing (safari, cross-country etc) chains get abused and they see marked differences in durability. So far the best-value chain on my 640 has been the RK XSO, a mid-range chain at a low-range price. 85% of the km vs the GXW, for 61% of the $. Hard to justify the XW at that performance, although the sprockets haven't lasted as long with the cheaper chain.
One point to note if you are shopping for value: it is important to match the quality of the chain to the sprockets. As the each component wears, it takes the others with it.
So a cheap chain will chew out expensive sprockets prematurely, and vice versa.Tensile strength comes at the expense of either weight or dollars... take your pick.
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