To this homeowner it is a shock to see Sears price a Briggs Intek oil filter @ $12. I believe pros should enjoy a markup to make a living. In the market anything over 10% is good stuff. But hold the bubble packed Briggs in your hand @ $12 and payday loans come to mind. Even if the Briggs is good, is it worth 100% more , or more? As noted it would be if it could be shown to cool the AC engine even 10% better, but apparently it can't just like synthetic oil cannot COOL better. Printers come to mind with their loss leader machines and their insanely priced, sole sourced ink. Except there are choices for the filter buyer. Again I say put a couple gauges on all AC rigs with a buzzer, red light warning and a rubber hammer strike to the forehead to warn of overheat/oil loss- for about the price of 10 Briggs filters. Then enjoy the improved reliability and reputation.