Quite simply, it's not common knowledge that Fram filters are inferior to some/many other brands. We know it here on this board because we rip the puppies apart and analyze them, but it's still "insider" info to some extent. I wouldn't be surprised if certain common brands of car or flashlight batteries (or just about any other consumer product) are either superior or inferior, and WE'RE the ones who are out-of-the-loop since we're fixated on lubrication issues.