is this just marketing gone mad - ebike specific cleaner from Muc Off

To be fair, the bottle/nozzle was pretty good. A couple of petro-based alternatives to Finish Line that are a bit less claggy are Pedro's Syn Lube and White Lightning wet lube, both are pretty good.

Loving your use of "resinifies".  I kind of liked the Wet, found the Wet Ceramic too light when I used it but giving it another go as Finish Line Wet is a bit too extreme for my current usage.  What I really liked was the lube nozzle, perfection.  I'm hoping the old bottles work just as well for the thicker lube.

My #roadplus bike is filthy as there's no cleaner available on the market for this type of bike.

SORT IT OUT MUCOFF AND TAKE MY MONEY!!!!

Went off Muc-Off a LONG time ago. Muc-Off 'Nanotech' bike cleaner (the famous pink stuff) is basically an industrial emulsifier if you read the MSDS. Their wet lube is crap and resinifies into hard rubber after a few months. Over-priced crap by and large. 

I just take a large bottle and pour half away. What’s left is perfect for my medium bike.

I just wish that someone would create a range of cleaning products for bicycles with medium frame sizes.

Honestly what else do you expect from Muc Off?