Didn't know they made a conventional.
Last I knew, TGMO was good stuff--but nothing that special. Good, but not worth a premium. At least for synthetic.
Price doesn't seem bad, I mean, I can go to Walmart and get 5 quarts of conventional for $12. $2.88 is more expensive, and if you can time the sales I bet you can get name brand for cheaper. Or even name brand synthetic. But if you need it "now", and you're at the dealer, I don't see that it's a big deal.
FWIW I buy my Toyota filters online. Been a couple of years but back then I could get a box of ten for $40 shipped. I think last time I looked they were cheaper. YMMV.