Well Rich hates Walmart because he knows I sell stuff to Walmart.
All kidding aside, the Walmart private label brand called Super Tech is a very good filter (made by Champion). I have heard that they switch or are partly sourcing from Mexico now and have switched the internal pressure relief valve from a rubber one to a harder plastic to metal seal.
Anyway, it has good filtering properties without impeding flow. And flow is what you are looking for. Oil filtering is not all about how small the micron filtering is.
I buy my Autolites there, I buy the EverStart car batteries at Walmart, (made by Johnson Controls, btw, best in the business of batteries).
I also pick up the Berryman B12 fuel injector cleaner, better than Lucas, STP, Techron or Slick50, again, imho.
What else, assorted waxes ( I like the new Turtle Wax ICE), no residue, easy on/off and doesn't stain the moldings.
I'm trying to sell Walmart my oil additive which is the best in the world, bar none. We'll see how that goes. We guarantee a 2-3% increase in fuel economy. No iffs ands or butts. I have some before/after dynos coming up that I'll share with you lugs so you can see the hp increase yourself.
We do cryo engine/brake (rotors) parts, ultra high-end ceramic bearings, and container after container of microfiber towels. So I like to think I know enough about filters and additives to be dangerous.
Anyway, Walmart is not the boogeyman. They are trying to offer the best products at the best prices.
Trust me, there is so much competition at Walmart from vendors trying to get in there, that if you do make the cut, chances are pretty good your products aren't garbage. Don't get me wrong, they are not in the business of offering the very best at any price. There are in the business of offering the best value. Sometimes that means that they pass on the really, really good stuff because the market (their customer) won't pay the price. But I wouldn't go so far as to say they offer 'D' grade products. They offer 'B' stuff that doesn't cost an arm and a leg and would be hard for any 'regular joe' to justify the additional expense of getting the 'A'.
We have an 'A' oil additive, but, in order to reach the economies of scale to service our customers that expect the 'A' grade stuff, we need the volume to get the purchasing power like the other heavyweights out there have. Then those savings can go into advertising, sponsorships, etc to grow the business and get the name out there.