Last week I changed the fluid in the tc and pan on my 4R70 When I pulled the pan, the filter came with it which means either it was loose and completely fell out or was held in by the pan but didn't have a good seal in the pump intake. That filter was some store bought brand (I can't remember the brand name but I had never heard of it) and the fluid was Havoline Mercon V. The fluid seemed mediocre, a little burnt, and redish amber. I have faithfully changed out the fluid and filter at every 30,000 miles and now at 61K, can honestly say the Ford Motorcraft Mercon V and Motorcraft filter are superior to the aftermarket equipment. I replaced the fluid and filter with the Ford parts and noticed better performance from my transmission. Nothing against Havoline or cheapo no-name filters, but I wanted people to know my results.