What is a "non-premium" filter I wonder. I bet people will love knowing toyota is skimping on something as cheap as even an oil filter from the factory.
"Spoil your Toyota with state-of-the-art engine protection, courtesy of the TRD high-performance oil filter. TRD oil filters use 100-percent synthetic fiber filtration medium to provide the highest possible dirt removal efficiency, along with the lowest possible flow restriction" MSRP $13
You sure they aint offering an oiled air filter? I find it odd that they will offer a disposable item as an option.
But again, Toyotas go through distributors before the dealerships. It could be one of their "value-added" options. Like pin stripes. Just something to tag on the MSRP, to raise the starting point of price negociation.