After reading this thread, the Jeep Forum one linked here, and if I remember correct, Jim Allen's "factory tour", a lot of positive exposure has been the result for Fram.
It really seems that they are making an effort to quell the "Orange can of death" reputation that has been growing for years.
It "almost" seems that these OP's have sold themselves out to Fram based on the pictures, endorsement, etc.. BUT I THOROUGHLY BELIEVE THEY HAVE NOT! It's just an effective effort by Fram to stand up for their product.
It's such simple marketing technique that it is appalling that other mfg. don't get it. I've been visiting/participating in some Jeep forums lately, and there is a Jeep representative (JeepCares) participating there! How wonderful!
Kudos to Fram. And to the OP and Jim Allen, my deepest respect and please believe my bold type!