Is the Pure Power Reusable Billet Oil Filter a gimmick or actually a decent product?

Website: http://www.gopurepower.com/
350z version of filter for purchase: http://www.thezstore.com/page/TZS/PROD/17-8019

I've found a few hotrod magazine reviews, but I can't find any thorough tests with oil analysis.

Also, at $200 it better do more than just be reusable. That's worth like 40 throwaway filters. If it does a much better job of cleaning without bypassing all the time after a 2k miles, then it might be worth it...

Thanks,
Jeff

 

looks like a gimmick to me. but then again I have never used one, so maybe a lab test of some kind could shed some light on these. I use a veruspeed on mine, and if it doesn't filter properly im in trouble.