I remember in the mid 2000s and early 2010s there were a bunch of oil filter tests by bloggers, auto enthusiast websites, and on YouTube channels that compared and contrasted many major brand oil filters by cutting them open and analyzing the amount of filtration media through unraveling it and measuring square footage, counting the number of pleats in the media, analyzing the overall strength and durability of the filtration media, comparing micron ratings, measuring the effectiveness of anti-drainback valves, etc. I remember FRAM filters consistently tested towards the bottom, and were frequently the worst filters on the list. Here lately FRAM has a multi million dollar advertising campaign active, and I've seen many members of BITOG replying to "what filter should I use" threads with suggestions of FRAM filters. Has FRAM really changed that much or have the advertising campaigns just done their job? As a relevant side note, I can think of 2 engine builders in my area who to this day will refuse to so much as touch a FRAM filter due to experiences with tearing down multiple motors that had used FRAM filters their whole lives and found them to be excessively sludgy and sometimes even have bits of filter media collecting in the oil galleries like the filters had started to break down. These incidents happened around the same time that FRAM filters were testing badly in amateur "real world" tests. Also as a relevant side note, to this day O'Reilly Auto Parts keep FRAM filters on the bottom shelf of their stores, and they use the "liquor store" method of categorizing, I. E. the higher up you go on a shelf, the higher the quality the item is supposed to be. Mobil 1 and K&N filters are way up high and FRAM is on the very bottom, even below the cheapo economy store brand filters. So again, has FRAM done some R&D and improved their filters, or has just the perception changed through millions of ad dollars? Not trying to smack talk a product. I'm just genuinely interested why FRAM has gone from a laughing stock to something people are recommending, at least from what I've observed lately.