I dont change out my filter media unless its totally falling apart...I do rinse it as you do, which is fine as long as its not often...I always know in the back of my head that its getting close to needing a new one, so a cple weeks prior, im already seeding a new one so the switch wont be putting me into a mini cycle..I just lay the new one either in the filter area, or let it rest down by the rocks or somewhere in the tank to seed it
I think the manufacturer wants you to buy their products, hence the frequent changes...I have one filter thats been in my tank for almost 9 months..and its still going strong

theres my opinion
