Fact, not friction...sorry, couldn't resist.
Anyway, an independent shopper (some old cat shopping for an oil filter at Pep Boys) showed me that the store brand filter was the exact same one as the Purolator Pure One filter. Check the markings. The only difference on mine was the color of the o-ring seal.
The savings was close to 50%.
I still buy the Pure One. Just habit. $5.00 filter versus how much for a new motor? Sometimes saving pennies can cost you dollars.
Yes, I'm also an old dude.