... it is advertised to increase mpg and horse power...
Actually, the last time I visited their web site I could find nothing about an increase in mpg.
I believe the MPG increase claim is absolutely false (although popular), and they could be sued if they in fact made such a claim.
Think about the function of the throttle plate in any engine. It's purpose is to RESTRICT air flow and thereby control the speed of the engine.
Without trying to describe it in detail, if you think about trying to hold a given engine speed with two different filters, the same total restriction of airflow will be required no matter what type of filter is used. The trottle may be in very slightly different positions because of the (negligable) difference in flow through the filter, but the the total amount of restriction, and air flow will be exactly the same in both cases.
The only time that the filter can make any difference is at full throttle, and how much total time do we run at fully open throttle ??
My $0.02...