Motorcraft are the factory ones and A LOT of people swear that you have to use them for the best performance and reliability. You can go with Racor filters, they are the same and cheaper. I have used both brand's fuel filters, and haven't had any issues with the Racor ones.
A friend of mine has been using the Racor oil and fuel filters in his 06 since it was pretty much new and hasn't had any issues related to the filters.
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