Using the Healthy Baking product is a lot like using applesauce in place of oil in baking recipes. I've used it in <gasp> brownie mixes (is it a crime to admit to mixes in this forum?), and found it makes a denser, moister brownie. I don't recall using it as a substitute in anything from scratch, but it culd just be selective memory at work.
I'm fairly sure that there's a substitution chart on the back of the squeeze bottle that outlines how much you should use. It's not ounce-per-ounce; you would use less of the Healthy Baking than you would oil. Don't recall the exact proportions, though.
Columbus is rather close to Orrville, where Smucker's is located -- plus we're a well-used test market, so the Healthy Baking product isn't new around here at all! I bought it for the first time about two years ago.
"In all our woods there is not a tree so hard to kill as the buckeye. The deepest girdling does not deaden it, and even after it is cut down and worked up into the side of a cabin it will send out young branches, denoting to all the world that Buckeyes are not easily conquered, and could with difficulty be destroyed." - Daniel Drake, 1833