I know this thread is old but after never having given it much thought (I've only ever run what was on sale in ANY of my cars and I now own 4 cars with only 1 of them under 100,000 miles and 2 of them over 200,000).
http://m.youtube.com/watch?v=mFVNESOwLyk
Now, is this guy being truthful?
We know the arguments against look good. Cardboard looks cheap when you're tearing it. More pleats mean better filtration. But does it really, truly matter? Is fram right? Look at the Toyota oem filter. What about the Bentley filter?
I'm still a fan of Wix for value but wonder if my own experience is testimony enough? (Shrug)