Well, their top tier filter truly is top tier. The offer they extended to tour their quality control facility didn't hurt matters, either. Their air filters have always been highly regarded, and that helps.
Speaking of their synthetic filter, at least it's somewhat sensibly priced up here, cheaper than the K&N or the M1. That certainly helps, particularly in comparison to their entry level filter. The Fram Synthetic filter, when on sale, is almost the same price as my Wix, so it has been pretty tempting.