I kid you not, there are Chinese companies that will put a roll of paper towels in a steel case and call it an oil filter. The owners don't understand or don't care. I am not aware of that junk making its way over here.
The final word on how often to change oil, what quality of filter to use, and what quality of oil to use comes from the oil sample itself. Take oil sample with fresh oil change, and at regular intervals in the cycle. The wear metals and soot/dirt loading will tell the story of how often you really need to change it. The dirt (silicates, etc) loading will also tell how well the air filter is doing its job.
These samples will tell the truth and no hype can change the results. Because your individual vehicle is different from everyone else. The engine design, its tolerance stack up, your driving habits, the fuel you buy, your environment, these all change how fast the oil degrades. In many cases, it tells people that they can safely go on much longer oil intervals without any damage/wear to the engine.