Well, they need to watch their decimal points. Their home page
http://www.trufilter.com/
says they capture
.35 (decimal 35) micron particles, while the FAQ page says 35 microns. And it's 95% more efficient, but more efficient than what?
Used oil filters are an environmental problem, since they are thrown in the garbage rather than recycled. If you wash the element, presumeably the wash goes along with the used oil. So it is good for the environment.
Here's a request for bidding for truck filters that seems to say 30 micron filtration is fairly typical.
http://www.ptbus.pierce.wa.us/purchasing/filters.htm
AC Delco claims their filter captures 25 micron particles.
http://www.acdelco.com/parts/filters/oil-filters.htm
K&N sells oil filters that trap particles as small as 10-20 microns.
http://www.pangaea-expeditions.com/products/brand/knprodindex.html
There are credible ways to evaluate filters, but nobody seems to use them. Maybe that means the filters on the market aren't significantly different (other than their marketing campaigns.)
http://www.swri.org/3pubs/brochure/d03/filtra/home.htm
The stuff that floats through a filter is there because an oil additive is keeping it suspension rather than letting it settle. The next oil change flushes it out. Those floating things are a sign of wear, not a cause of wear. Seeing 100 ppm iron in used oil doesn't mean you are now "extrude-honing" your oil passageways. If you monitor used oil during a drain interval, you'll see the wear metal level increase linearly with miles. If the wear metal was causing wear, it would increase exponentially. Filters do not remove water or acids and do not replenish lubricant additives. Consequently I find it essentially impossible to believe that "better" filtration (than a reasonably good filter product) in a gasoline engine makes the engine or the oil last longer.
(Bets are off for diesels due to soot accumulation.)