I've searched the forums and it seems that people choose the Amsoil filter over PureONE on 'faith' that the Amsoil brand is somehow better than every other brand.
After checking the specs for the Amsoil EAO filter and the Purolator PureONE filter I found something shocking... PureONE is actually better by the numbers.
According this this website: http://www.amsoil.com/storefront/eao.aspx
Amsoil tested their EAO with the industry standard ISO 4548-12 and found that the 15 micron efficiency to be 98.7%
PureONE's ISO 4548-12 for 5 micron is 50%, 10 micron is 92.8%, 15 micron is 99.2%, and 20 micron is 99.9%. [info source: e-mail response from the tech/engineer department].
I've e-mailed Amsoil about the 5/10/20 micron ratings that isn't listed on the website but it would seem that PureONE is better than Amsoil by the 15 micron comparison.
So... PureONE's filter is not recommended for 25,000miles oil change but Amsoil's EAO is by what logic? I guess if you trap more particles you have to change out the filter more often which means that the Amsoil one is probably letting more things through so it doesn't clog up and go into by-pass valve mode.
BTW, there was a thread about "Which is the Best Oil filter" in 2004. Back then Amsoil didn't have the EAO and people claimed that the Amsoil's SDF filter is a better choice than the PureONE. Amsoil claims that the EAO is MUCH more superior than the SDF. PureONE's numbers are a bit better than Amsoil's EAO (@15 micron so far at least). So... SDF>PureONE how?
This sort of support is similar to those who change over to cone air filters and say that there is 10-15hp increase by just putting on a filter. Did they dyno? No. They only had the 'butt' dyno claim when in reality if you do not tune rest of the intake exhaust system you will get at most 1-2hp and sometimes lose hp if you didn't heatshield the filter correctly from the engine bay heat.