What's the deal with this brand-spankin'-new market, is this the new 'Full Synthetic Oil' equivalent of oil filters?
10 years ago, I would have considered a boutique filter to be something of a MANN, Roki or Mahle/Knecht; a heavy gauge, quality piece with minimal sex appeal designed to do one thing, filter oil and often for extended drains and hard highway runs. They were just a plain white or black, sometimes blue can with the contrasting text and quality internals.
Now? Those are caveman filters because cellulose is out, even blended media is out.
Suddenly there's a new 'synthetic' oil filter market that every filter marketer wants a piece of. They've seen full well what "full synthetic" has done for the oil market so synthetic filters to go along with that synthetic oil is a no brainer. Just apply the basic list of features like metallic paintjobs, chrome on the labels, a piece of glass cloth supported by wires and PR campaigns supported by millions of dollars. Can't forget the wicked names like Ultra Synthetic, XP, BOSS (really?). Who knew fiberglass was so ultra synthetic? All of this campaigning has people thinking that it makes no sense using a conventional oil filter with your full synthetic oil. You love your baby don't you? Surely you'll select 'the best'. Love of your family members is the biggest reason for taking out life insurance. You love your family, don't you?? Your engine won't last as long if you don't get a certain 1 pass efficiency rating, because non-synthetic oil and non-synthetic filters that have been the greatest threat to engines all this time. Thank goodness we finally have a modern, scientifically proven, technological solution to overcome our dark and primitive ways. I just can't wait until we evolve past shiny things, cultivated fears and empty reassurances.
1-800-COME-ON-NOW
10 years ago, I would have considered a boutique filter to be something of a MANN, Roki or Mahle/Knecht; a heavy gauge, quality piece with minimal sex appeal designed to do one thing, filter oil and often for extended drains and hard highway runs. They were just a plain white or black, sometimes blue can with the contrasting text and quality internals.
Now? Those are caveman filters because cellulose is out, even blended media is out.
Suddenly there's a new 'synthetic' oil filter market that every filter marketer wants a piece of. They've seen full well what "full synthetic" has done for the oil market so synthetic filters to go along with that synthetic oil is a no brainer. Just apply the basic list of features like metallic paintjobs, chrome on the labels, a piece of glass cloth supported by wires and PR campaigns supported by millions of dollars. Can't forget the wicked names like Ultra Synthetic, XP, BOSS (really?). Who knew fiberglass was so ultra synthetic? All of this campaigning has people thinking that it makes no sense using a conventional oil filter with your full synthetic oil. You love your baby don't you? Surely you'll select 'the best'. Love of your family members is the biggest reason for taking out life insurance. You love your family, don't you?? Your engine won't last as long if you don't get a certain 1 pass efficiency rating, because non-synthetic oil and non-synthetic filters that have been the greatest threat to engines all this time. Thank goodness we finally have a modern, scientifically proven, technological solution to overcome our dark and primitive ways. I just can't wait until we evolve past shiny things, cultivated fears and empty reassurances.
1-800-COME-ON-NOW
