Product review (5 stars): The genuine GE filter lasts longer in our refrigerator.  Worth the extra $$ in my opinion.
Genuine GE filters, which last about twice as long as the generic versions in my experience.  So cost per time is about the same as the generics.  Shipped nicely, go in easily, water tastes great afterwards.  Nothing to complain about.  Less expensive here than elsewhere, that I found at least.