It's hard to know who or what to believe anymore on filters. I have used K&N filters on cars/trucks, only to have them bashed by the dealer and others for a higher micron (pass rate?) than oem paper filter. Yes they allow more air in but allegedly more dirt too? Hard to believe...Equally hard to believe is that Kubota would put in a manual that air filters should be allowed to get pretty dirty, as they filter "better" when dirty. Huh? Shouldn't a product meet its best spec when new? I changed the air filter on an older Kubota diesel mower, and got chewed out by my brother in law, who is pretty knowledgeable, that the "new" filter wasn't as good as what was in there. I told him he was nuts and he had the last laugh when I looked up the manual entry.
For whatever reason, probably not a good one, I have always thought oil filter quality was more critical than air. So I never bought the cheap Frams, only the Tough Guards, and then over time, moved to Mobil 1, K&N and Purolator Pure One. Like most of you, I've never had a failure either. (correction: a Wix fuel filter on an outboard motor fell apart internally when the primer bulb was used too energetically) Used Baldwin oil filters on my boat diesels and they were impressive filters.
Wix was always my go to filter when convenience counted; their possible decline in quality is not good to hear. Last time I bought the Napa equiv to Wix on an oil filter I paid fourteen bucks (for a little filter) and asked the guy if he made a mistake with the price. Nope. Well no more Napa if they are going to charge 30-40% more for nothing but convenience.
But then nothing was more expensive than a 60 dollar oem Kubota filter. I could not for the life of me figure out what was inside that filter to make it so expensive. When I got my new RTV400, its Subaru engine was so strange/unique that I ordered one complete set of filters just to be sure they'd be available. Nice to see they spec'd their normal oil filter, but some of the other filters were crazy expensive. I'd expect sixty bucks on a Komatsu dozer not my little sixteen hp one lunger.
Most of us would pay more if we were sure we were getting something, some extra performance, for more money spent. Just not sure we are and I wonder if too much of the product cost is going into paying for Super Bowl ads...