I agree with you, KCJeep, but maybe Purolator is taking the wrong lesson from this. Fram suffered a lot of bad press and gossip and then internet amplification for years and years, and still were top of the heap. If that's the lesson that Purolator is taking, it may be misguided, since Fram's marketing has always been more vigorous than Purolator's. No matter what has been spouted about Fram filters, they have always been readily available up here, all over the place. Historically, it has taken real effort to find anything other than Fram, particularly when it comes to big retailers.
Purolator's Walmart Canada experiment, however, was obviously a dismal failure. Fram is back there as the exclusive filter supplier, at a significantly higher price than the previous Purolator offerings. That's where Fram can weather the storm.