But they also didn't respond to anything about holding capacity, so they can claim higher virgin efficiency but they likely severely gimped the holding capacity of the filter and filtration efficiency always decreases as a filter gets more loaded as there's more pressure being applied to the open pores on the media that can force larger particles through. They turned it into a Tough Gaurd with a layer of microglass on top, might as well just buy the tought gaurd, or if I'm buying cellulose anyways might as well just buy the ExtraGaurd it's good enough, the reasons for buying a more expensive filter often come down to superficial things like perceived quality, I just can't justify telling anyone to spend like $10 on a cellulose filter, now the Ultra as we knew it that was a tank of a filter at $10, nothing could compete with it's construction at it's pricepoint, but at $10 for the new Ultra, meh I can get premium filters from other manufacturers, they just turned the Ultra from an obvious great value into something that makes you think "meh, I think I can find a good enough filter for cheaper"