I plan to go Wix from now on. When you pour the oil in to pre-fill the filter you can see how long it takes to penetrate the media. Fleetguard LF697 flowed through the media like water. I was suprised that Wix flowed pretty good too. Very little rotating of the filter needed. With Purolators and Motorcrafts it seemed to take longer to get all the oil in.
NOTE: None of the info I gave above is scientific, that is same oil, same temperature for the oil, etc., but is merely recall observations. So, try it yourself.
But I would rather have a freer flowoing media. It may not filter quite as fine, but it is in bypass less, so the net effect may be that the freer flowing filter actually keeps more crud out of the engine.
I suspect the Wix has a thicker can than Motorcraft (or Maxlife) as I just checked all three and MC and Maxlife bow in easily, but not the Wix. Again, try it yourself as this is not scientific. Best to try it on used filters.