Small block oil filter question

I run fram in my truck my wifes I have never had issues with fram I use the tough guard ones it's the mid shelf fram you have the regular ones the tough tough guards and the ultra guard. The ultra guard is supposed to be for synthetic only so I dont get it. I changed my oil last week and while at the store the thought was what is the difference in all these brands they have the the Walmart brand for 1.67 all the way up to one that was 12 bucks. I think it was k&n? But with such a gap in price what are you really paying for? Same with oil brands? This may be a new thread topic. Lol