Sounds like the new endurance or titanium are what the original Ultras were, so technically they are still available, just at a higher price point.
It's the common tactic all businesses use to raise prices without massive backlash from the general buyer audience. Take the "best thing", make something "even better" that is actually the old "best thing" rebranded, raise the price on the "even better", then cheapen up the old one. Allows the company to keep manufacturing cost the same for something they've always offered, but raise the sale price (and increase profit) while also disguising this from the general buyer.
This is why communities like BITOG and users C/P-ing their filters are such a valuable resource. It cuts through corporate games and gets right to the point, delivering the bottom line to consumers.
Anyway, preaching to the choir, I'll put this box of soaps away now...