Motorcraft is a decent filter. it used to be made by Purolator and had similar internals to a Pure One. not sure if that is the case. but certainly I have used Motorcraft, and Pure Ones, and Mobil 1, and Fram Ultra....
I've used a variety of filters on my 4.9 and the only one I've had problems with was the Fram orange can. Had a lot of start up rattle with them I assume the anti-drainback valve wasn't sealing up. For the price I seen no reason to use anything other than Motorcraft personally.
Not on trucks, but I sometimes buy Wix 51515 or 51516 filters, depending on what's in the Rock Auto shopping cart and whether or not adding one will cause a different shipping point.
Kevin
I have a 1987 302 f-150 and have used many brands of filters with no issues
I prefer MC but sometimes I get tired of looking at the same color filter and I need to change it up