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It is only logical that a better flowing filter make better MPG.
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The most significant flow restriction in a gasoline engine is the
throttle plate, not the air filter. The only time I'd grant that an air filter will aid fuel efficiency is when the engine is operating at WOT, and the effective restriction shifts upstream from the throttle plate to the filter and possibly the intake tract.
But since we don't drive around at WOT, it's a moot point.
I also stick by the marketing argument: if K&N believed their filters boosted fuel efficiency, they would be marketing the crap out of that angle.
But they don't, because the know they can't prove there is any significant difference. So instead, they dance with customer testimonials, knowing full well that the majority of their customers don't have the inclination or ability to empirically determine the filters' effects on fuel efficiency.