Your packaging for replacement filters references Item #4. "Place the Mr. Coffee Water Filter in the brew basket noting which side is up, as indicated on the water filter, and making sure the filter is level." Two issues:
1) The filters I have from your package do not indicate on them which side is "up".
2) The coffee maker instructions I have per the maker manual indicate that I should rinse the filter first before inserting the filter into the filter holder. Wouldn't it be smart to include that instruction on the Replacement Filter packaging? Just a thought.
Package designers.... Time to smell the coffee?