I currently have one on my Toyota Highlander. The small toilet-paper-like roll is actually a bypass element. The majority of the flow goes through a fine mesh filter. The mesh traps larger particles, and smaller stuff gets filtered out over time through the TP element. It's very well made.
I have used it for over half of the 126,000 miles I have on this car and I can say that it hasn't caused any damage. I was doing 10,000 OCIs for a while, and I was actually using cut-up rolls of toilet paper as filter elements. It was a pain cutting up and sizing a roll of TP to fit, but it was a lot cheaper than the replacement elements. I went back to using their replacement elements with this last filter change.
There was a UOA posted several years ago with this filter and I recall that the UOA was good but not stellar.
When you replace the element, you also clean out the wire mesh filter. Not much gets picked up by this mesh - only a few dozen large particles. IMO it probably is a fairly decent filter but it's not even close to being as good as the Amsoil bypass filter I have on my other car.