You have to separate cheap filters from a cheap price.

The STP filters are normally $9.99. AZ just screwed up and put "all" STP filters on sale 2 for $5.

Same with the Purolators at Sears. Sears prices all of its Purolator filters at $2.99. Once again, stupid Sears. These same Purolator filters are $11.99 at Pep Boys.

We are just taking advantage of a "one price fits all" strategy by Sears and AZ. The filters happen to be a good deal because 7.3 PSD's take the biggest filter in the store.

$2.99 or even $2.50 is a good, but not a particularly great price for my gasser filters.

Some times you get what you pay for.

Some times, you get more.

Coke is normally $1.99/2 liter around me. Sometimes, it's on sale for $0.79. Does that make the $0.79 Coke "cheap" and not worth buying? Are you getting something more at $1.99 then you get at $0.79?

If you want the best, Mobil 1 or Purolator Pure One seem to be of better quality. But "Premium" gas is better quality than "Regular". Doesn't mean that it is worth the extra $$$.