Here's a good thread on cleaning and maintaining your chain:
The Ultimate Mid-Drive Chain Care Thread
I agree with the person who replied that the original video of using a rag to clean the chain isn't really cleaning the chain. If anything, it's pushing the grime into the bearing surfaces. Depending on how much lube he's putting on afterwards, it could be that the liquid lube is flushing out some of the grime.
As for the lube tests, they are interesting, but not real world. As soon as you hit the trail, dust and dirt gets on and in the chain. You ride another 10, 20, 30 miles with that dirt before you're home cleaning and so 9, 19, 29 miles of dirt has ground into the chain, causing wear. The best lube is a combination of low friction, enough body to stay on, enough something to keep dirt from getting in, and probably a few other things I can't think of. Until they have a test bench with dust and dirt flying in the air around the chain being spun, and the drive is not just continuous but has hard starts after stops as well, I'll continue to believe the tests are just interesting, but not necessarily informative.