I wouldn't call this thing BIFL. It'll last a couple of years, but I'm on my second one now. The graduated numbers wear off pretty quickly, the rubber will break down eventually, and in my first one, eventually hairline cracks started appearing in the tube. It's well made for what it is, but almost nothing made primarily of plastic will be BIFL, just because of material shortcomings alone.
It does make a good cup though, even with the reusable metal filters, which are the real BIFL.
I've had numbers wear off (never went by them anyway) and rubber gaskets wear down, but a $5 gasket replacement every several years still counts as BIFL for me. The plastic argument makes sense, although I haven't experienced it. They just changed their materials for the clear version, I wonder if that one is better.
My current one has definitely held up better than the first one, so I'll give them that. And it was still functional, but the stirring paddle had snapped, so I figured I'd get another and put the old one in the camper.