Did a little research on this:
Purolator is going to this coating for all of the PureOne line of filters. It seems it's a quality control issue, especially on the initial run. The flakes you saw are primarily on the outside (yes, a couple geeks cut them open), but some did get through the center hole on the media...not a lot, enough to be seen though.
More recent production runs of this filter do not have the loose flakes. The marketing idiots at Purolator need to be slapped...change this coating to a different color and coat the only the domed end half. My recommendation would be to open the box before you buy one...or, just buy a Wix
Edit: Come on guys, the box color doesn't mean squat. FYI - PureOne filters were blue...the cheaper made Purolator filters were white.
The box color had nothing to do with what's inside