Guessing that was a ADBV issue in the filter. Mopar filters are OK, but made my Purolator so I won't use them, they've been having tearing issues lately.
My KJ always rattled for a second upon startup ever since I got it back in 07...always used Puro filters. Joined Bob is the Oil guy forums and saw that Fram had done a whole turnaround and is considered good by them, tried a Tough Guard and the rattle went away. Wix is good too, but owned by Mann-Hummel like Puro so I'm not sure if they've had the same cost cutting.