I've always been a big proponent of using the Toyota factory parts and recommended fluids whenever possible (it's a pretty safe assumption the manufacturer knows what they're talking about), and from what I understand, the Toyota filter is higher quality than many of the aftermarket products.
If the Toyota filter is recommended, designed specifically for your car, and only costs $10 more a couple times a year, why would you risk using some cheap aftermarket filter? Especially on something that important to your engine's health? If you take care of your Toyota, it'll last forever, so make sure you don't do anything potentially problematic.