My last OCI I ran a Fram filter that I got as part of an Advance promotion with Valvoline Oil. There is definitely a difference in the color of that oil after 3K miles as compared to after using a NAPA Gold filter. It looks like there is tons more carbon or some other black particulate in the used oil. When I drain the oil after using a NAPA Gold filter, there is reddish/brown look to the oil. I have no idea if this actually translates into more engine protection. I run the NAPA filter for the better anti-drainback valve for just a little more money.
'97 TJ Sport, 4.0L, AX-15, D30/35, BFG TA KO 183K
'12 F30, '03 E46, '06 Rabbit, '13 Jetta