Yeah, the OEM filter was not a Ford or a Motorcraft brand - it was a Racor. PTP has the genuine Racor for $17.95. I ordered 3 from them last month when I used the last one of the 6-pak I bought several years ago.
Price for the same filter element from the Ford dealer is MSRP $45.32, and buying price from Wabash Ford (PowerStrokeShop.com) is $33.72 plus shipping. So PTP has a good price.