NAPA has been using the same type of comparison for at least 15 years. The local NAPA, Fram, and AC Delco filter sitting on the counter back in 1993 in an official display. It was an eye opener for most people.
Autozone copied the idea but had a Fram, STP, and Mobil1 filter back when STP and Mobil1 were both Champion labs. They'd never answer when I'd ask why the parts looked identical.