For me, it certainly depends on the application and prices. For the old F-150, the Wix or Motorcraft are my favourites. The Wix is a buck cheaper than the Fram and the Motorcraft a buck more. From a construction standpoint, both are "better."
For my Audi, the Wix is about $9, whereas the German Bosch, Mann, and Mahle can all be had for around $5. So, the OEM filters are far cheaper than anything else readily available out there, and with known, quality construction.