I have a sample Salus filter on my desk.
Without disrespect to Bspareltd, I don't think its as bad as that. It looks ok to me. My view was that it wasn't cheap enough to compete at the budget end, and it didn't offer any benefits to compete with the established brands like TF1 or Magnaclean at the top end.
The price range of filters is relatively narrow, so I am not convinced that there is room for a "mid market" product - I think most customers will either buy on brand name, habit or price. Rightly or wrongly, Salus is firmly associated with the budget end, and this product simply isn't cheap enough to hack it there.