I've used M40 for years, it leaves a natural sheen, not a high shine.
It's water based so it's easy to remove
so you can replace an old application with a fresh application. The point being, solvent based dressings last longer but are also messier to remove to renew that fresh dressed tire look
. For this reason I like a water based tire dressing, so I can remove it
I also used it for years on the high back bucket seats in my Sanger Drag Boat. I had these seats custom made by a shop in Oregon and they looked as good the day I sold the boat as the day I installed them.
Never ever seen another drag boat with seats like mine...
The product has been around for 30 plus years...