This is similar to the situation where every electronic device has its own unique power supply design, special plug or interface, all that jazz. Pure capitalism. I agree there are plenty of filter sizes and designs already on the market that a new model shouldn't need its own unique filter. This goes for engine air filters, engine oil filters, fuel filters, and cabin air filters. Each of these filter types has literally hundreds of sizes, shapes, designs, etc. currently on the market already. If a new model has some special technology that requires a special filter, that's fine, but how often does that happen?