FRAM had a hard time ditching the "Orange Can of Death" mantra, and it took years to re-invigorate their image, thanks largely to their excellent FRAM Ultra line of filters. If anything, they should have improved it and increased the price slightly. I don't think that a lot of thought was put into the decission of cutting the quality of the FRAM Ultra spin-on filters. I hope that someone from FRAM can tell us with a straight face and without any shennanigans that this is an improvement, rather than a change meant to bolster their bottom line.