Each car is different - some cars like thinner, less viscous oil - some do not. Noise is not necessary an indication of a problem, could just be sound damping issue only - some engines just transmit more noise than others. The move to 20 weight oil was to push corporate CAFE MPG numbers, as dictated by federal regulations. Depending on the engine and the driving conditions - the lower viscosity oil worked just great for some, terrible for others.
Two of my cars love thinner oils - because of my driving conditions and the typical speeds I drive at - the thinner oil works great. For the other car, since it seems more varied driving conditions and driven by my wife - the heavier viscosity oils work better. UOA and routine checks of fluid levels, MPG, and overall noise will tell you which oil your car likes the most.
As for differences in oil filters - between Toyota OEM and Denso - I'd say it is a wash, both are similar in quality. They flip-flopped between several different media designs in the different part numbers - some use a heavy, stacked pleat setup, some use a special foam media, others more like conventional pleated paper elements.
The vid that dom posted is a good example of a wide range of potential media and filter construction. You can come up with all sorts of metrics to try and categorize the different filters. Why one could be superior to another. Why one could filter better than another. Bottom line - matters less of what brand of filter you get, more than you change the fluids and filters on a routine schedule.
I have used pretty much all the filters you can easily get your hands on out there over the years. If you look in my garage - you'll see a small stockpile of Toyota OEM, Denso, WIX, NAPA gold, K&N, Mobil 1, Purolator, Mann, Champion, and TRD. I just stock up on them when they go on sale - don't have a favorite filter or go-to brand. Only one that I don't buy is Fram - doesn't mean that it is a poor filter, just my personal choice. In fact - Champion labs makes Fram as well as Mann, Purolator, Bosch, Car and Driver, AC Delco, Lee, STP, Deutsch, Mobil 1, PowerFlow, Motorcraft, and more. They could look markedly different internally, but they all come from the same parent company. Its one of the largest oil filter manufacturers out there. WIX is made by Dana and includes NAPA filters. Denso markets their own and makes Toyota OEM.