I can't give an opinion about their "Tough Guard" line filters, as I don't know enough about them. However, I've come to view Fram as a marketing company, rather than a company that strives to make quality products. Why do they find it necessary to name one of their products "tough"? I think it's because the rest of their product line has earned a poor reputation. Sort of like years ago, when GM named their then-new 4-cylinder engine "Iron Duke"

to make up for a decade or so of building engines that blew head gaskets and wore out their cylinder liners prematurely.
Better for a company to just devote itself to consistently building quality stuff, rather than resorting to marketing shell games like this in order to deceive the consumer. Or, if they must, build crap and be honest about it.