Even if you make the huge assumption that it works as well as a regular filter and will last forever... the math behind it doesn't work for 99% of users:
That filter costs $90 + shipping (let's say $5 for the sake of argument)
Most decent cheap filters cost around $3.50 a pop.
Assuming most people drive 4,000 miles between oil changes, it would take--
108,571 miles of driving one car to recoup the cost...
not to mention the inconvenience of having to clean a filter! Ewww...
Most people don't want to clean their filters, and very few own the same vehicle for that many miles. I'll stick with my AC delco, Purolator, or Wix.