Posting this again here, hope it helps the newbies when buying filters.
Not all Hoya filters are made equal. Not all Hoya filters are priced equal. Not all Kenko filters are made equal. Not all Kenko filters are priced equal.
Know what you are buying.
Current models...
Hoya (from cheap to expensive):
Hoya both sides coated (single coating on each side)
Hoya HMC (Hoya Multicoated - basic multicoating)
Hoya SMC (discontinued?, Super Multicoated)
Hoya Pro1D (advanced multicoating optimized for digital)
Hoya HD (multicoated and hardened, scratch and oil resistant. around price levels of B+W MRC)
Kenko (from cheap to expensive):
Kenko standard filters (no coating),
Kenko MC (Basic Multicoated),
Kenko Pro1D (equivalent to Hoya Pro1D)
Kenko Zeta (equivalent to Hoya HD)