1st oil change not being done by dealer.

Does it matter? If the filters were validated by Toyota, their filtration capabilities and capacity were deemed to be adequate. When you combine this with the common knowledge that filtration and capacity are rarely an issue with full-flow filters, OE at $3.50/filter makes more sense than any of the other options.
Yes, it matters.
$3.50 for what filtering/efficiency? Many factors in a filter before claiming the $3.50 OEM filter is the better deal. If I get 2x better filter for 1.7x the price, maybe I choose the "better" filter.