Just helped my B-I-L change the oil on his '09 Corolla. I'm a big fan of using OEM filters when I work on other people's vehicles, so I picked up one at the local 'Yota stealerhip. Well, I can't really call them a stealership as the filter was $5.00 plus tax. Mind you, they don't know me from Adam so that was not a discounted price. When I was at Wally's yesterday, I looked at the FRAM Extra Guard as there is no Tough Guard or Ultra version, and while the filter looked well-made, it was also $6.53. Same FRAM (CH10358) is $9.49 at AAP. In this case, as in the case of the MC FL820S for Fords, I can't see any reason not to use OEM.