They're not cardboard, but I have the same concerns, as a Canadian, noted above. I don't need to spend $7.75 and up for an orange can when I can buy a Baldwin for significantly less than that. I paid $7.75 for my last Wix. Why would I pay that for an orange can? That's not Fram's fault, so much, as it is that of the retailers up here, but I'm simply not paying a bunch of money for their lowest tier filter.
I've said before here that Fram needs two tiers of filters (aside from racing ones). Keep the Ultra. Eliminate the HM. Take the orange can, throw the innards in the garbage, and take the silver can's innards, and put that in the orange can. You have the nostalgia and product recognition value of the orange can with a better build.