People can't resist bashing FRAM or Lucas because it makes them feel part of a special club, just like bashing certain makes of cars or Windows Vista or stuff like that.
"Everyone hates it? Well...I hate it too! See, I'm cool."
Complaining about something unique requires effort and an opinion, so expect more people giggling like teenage girls about how clever it is bashing FRAM, which is one of the most outdated jokes I hear among car enthusiasts.