Chris142: "I don't see a name on the old filter."
Probably a weird, junky filter from China or who knows. Hence, that seal hardening and going haywire.
Most brands of this exact application have plastic end caps. The old filter has a resin end cap, same as Mann, Champ/Luber-Finer, and Beck-Arnley. But those typically have name and part number in big digits on the resin end cap, whereas this old filter does not. I say a weirdo, off-brand junk filter that doesn't correspond to any photos on Rock Auto, which explains the seal failure. Or small possibility it's a Beck-Arnley.