I agree I would be inclined to try one if it was part of an OCI special at a smokin' price. No way I'd pay 9 bucks for one.
Even though I baby my Jeep (maintenance wise anyway) it most often is wearing a filter in the 3-4 buck range.
Due to change in work assignment now though I am down to about 2 OCI's a year on it, so it probably would be cost effective to jump to the Tough Guards I like so much.