I use only the PureOne also. For the money it gets more of the fine stuff out than the other cheaper filters. The next direct competitor is the Mobil1, buts it's a few more bucks.

Some like the Amsoil filters but I won't pay up for them given it's going to be changed in 5k miles.

Previous poster said changing the oil is foremost, and I agree. But I use what I consider to be a top filter anyway. Some swear by the cheap Wal-Mart Supertech filters. The car would probably last just as long using those if oil and filters are changed regularly.

I read somewhere that Toyota filters used at US dealers are now being imported from Thailand, and that they are not that great. I don't use them and don't plan to.