I get it, I really do but supposedly even their quality has also gone downhill. I'm sure others can respond more on that. I haven't kept up with who makes what anymore as it's constantly changing hands. Valvoline was having a sale so I ordered some oil directly through them and added a few oil filters, I found out the manufacturer is Champion Labs which includes Fram, AC Delco, Super Tech, and many others. I believe Mann-Hummel now has Purolator/Wix/Mobil 1.I would choose Wix over Fram anyday
I haven't cut open the Valvoline filters but preliminary inspection shows they are good quality and I noticed looking inside they are exactly like a Fram filter, the one for my Civic is the VO-3953a with the E-Core, the other ones were the VO-3506 and VO-8A which have a metal core with louvers, I didn't check their weight but there is some noticeable heft to them. They are a bit on the expensive side for $15.99, the oil savings can help offset the cost when purchasing directly through them but obviously the Ultra's are still the better deal from Walmart & Amazon.
My gut says that it's basically just a rebadged Fram Ultra in which they put the Valvoline graphics and charge a premium for it, they are both rated for 20k miles. Essentially the same as Chevy/GMC, virtually the same trucks but the GMC typically includes a bit more up front which demands a higher price tag, but is it worth it?