I've not had good luck with Wix when it comes to email results.
Example: the Wix fuel filters for my Dmax.
Wait a minute, darn it! They have now recently also changed the fuel filter data too! Holy Cowabunga, Batman! KaPowwwww ....
Well - it USED to be that the Wix 33960 and 33960XE filters had different "nominal" filter ratings.
This is previous data; it USED to be the following:
33960 = 4um nominal
33960XE = 7um nominal
So, I sent and email asking why the "premium" filter had a worse rating. The canned email I got back was less than impressive. The girl (cannot recall her name now) gave a really poor answer about it being "better". I asked "better how". She said the media was more efficient; that XE meant extra-efficient. I asked "How is that "better" when the nominal ratings are counter-indicative of the statement?" She didn't answer. I then emailed again and asked if she could give me the beta data. No answer again except that the "XE" media was "better". Again - I asked "please define what "better" means!" No answer. I was beginning to see a pattern (I'm a slow learner at times). I told her that I understood beta and ISO rating systems, and I'd like the REAL data. No answer. That's where the trail went cold, as they say ...
Now, as of 4-19-12 (because I just happened to check for this conversation this morning) I see that the ratings have been adjusted:
33960 is now at 7um nominal and the 33960XE is still at 7um nominal (with no micron size called out)
Am I to believe that they purposely downgraded their "normal" filter so that it didn't outperform the "premium" filter? Or, should I conclude that the "normal" filter was over-rated to begin with? And, at the very least, why is their "premium" XE filter rated at the same nominal at the "normal" filter? Just what would be my motivation to buy a premium product with the same rating as the normal product? You want my money? You want me to spend more for "better"? Then SHOW ME how "better" is defined. If the XE is "better", either show me that the efficiency is finer, or show me that the XE lasts some factor "longer" in lifecycle. Give me SOME reason to believe that my hard-earned money is going to be spent wisely. Interestingly, this fuel filter topic is huge in the Dmax world because it only relys on just one filter for the whole fuel system. I've often defended Wix againt the "must use the OEM filter" folks, showing how the nominal rating of the 33960 at 4um was as good as the Racor at 4um. Now, that point of proof is gone ... And I suspect people will jump on that with aplomb! As we all know, even nominal ratings are not very good at judging filter data. It won't stop me from using the Wix, but it certainly will lose sales to the "non-believers".
Conceptually, this is no different than the synthetic/dino debate. I want either "better" (less wear) or "longer" (more service life) out of my investment. If you cannot show me that, I'm not buying into the mythology and rhetoric. Wix has now imersed themselves completely into rhetoric, as far as I'm concerned.
They (Wix) are WHITEWAHSING all their filter data; not just the oil filters.
And here is my suspicion as to why ...
Hype sells product. Period. Wild claims statstically make more sales then does solid facts. Let's fact it; BITOGers are the minority by far, and we all know it. Wix has two choices; they can provide good hard data for the minority to revel in, or they can white-wash the data and appeal to the masses. Rhetoric and mythology are strong and it's very difficult to overcome these sales tools when there is no "factual basis" to deny them with. Remove facts, and it's a "he said/she said" argument. Provide facts and it's no longer an argument but a debate which can be clearly defined. Bottom line? The fiscal bottom line is likely the root driver here. People like use do not represent the majority of sales, and they are targeting their data to the masses. I cannot say that it's a bad choice, overall, for them. But it sucks for us.
And so goes the Wix progression into mediocrity.