That's a pretty irresponsible answer. O-rings are all that's between expensive electronics and saltwater! That's a dangerous place to use blanket statements.
Since o-rings are not stamped with the name of the manufacturer - like tires - the guys that make your housing know what the manufacturer of the o-rings specifies as lube. The typical consumer does not. I'll stick with the manufacturer's recommendations when I submerse my camera in saltwater.
BTW, what's wrong with GM's tips on tire care? Don't you think they got them from Goodyear?
I think they tell you that to be sure you use what is best. If you follow Ikelite's recommendations on caring for your o rings, the little tube they give you with each part you buy will last the average person years. If not, I don't think they are gouging you with a package of 4 replacement tubes for $1.
If you want to do a chemical analysis on your o-ring to be sure you know what it is made of, then research the Internet to see what the best lube is and where to buy it, be my guest. I'll save that time and use what the manufacturer gave me.
If you think that Sea & Sea, Ikelite and Inon are selling the same repackaged grease, you obviously haven't used them all.