just got mine in the mail. I am getting a magnetic band to put around it when I install - to catch extra metalic pieces
Also nice that the motorcraft FL1A filter fits it!
cheaper because it doesn't have the B&M logo.
The one on the left (passenger side) in the photo below is for ATF. See Oil Coolers
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I use a Mobil 1-301 filter to catch smaller particles than the internal transmission filter catches.
That looks like a Wally World SuperTech special.
I would say a cooler would do more good for extending the life
Hard to tell if they provide any real benefit.