How: 1) physical connection at the edge of the filter. Obviously an improvement over "that other brand" to hold the filter together. I have NEVER had an IF YOU CARE filter fall apart like other brands like Melitta and Trader Joes often do. 2) Unlike Melitta, IF YOU CARE filters have a laser-cut thumb notch that allows for faster and easier opening and insertion into the filter holder. If you make as many cups of coffee a day as I do, I thank IF YOU CARE for this small design improvement every day.
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