One more of the billion ways that the outdoor industry misleads good people for the sake of the bottom line. Which, of course, they have a feduciary responsibility to do. But it's still annoying.
Every time the outdoor megaliths who dictate the average outdoorsman's pack contents invent something, it's declared the most incredible advance in human history and the industry-paid magazines state firmly that it's no longer safe to go to the woods without the new substance or product. And yet stack (invention X) against hundred-year-old ideas made by men who had limited ability to invent substances (or BS) but infinite time to figure out good use for existing natural substances... and you get magic.
Who else but mother nature would invent the best substances to protect animals and humans from the elements?
In the end, I guess you could say that guys without marketing departments are some of the safest bets for buying outdoor products. Half of those guys invented the products for their own use first because our megalithic corporate masters decided a good idea was not scaleable enough.
And if you don't need to pay for ad campaigns it often means your product sells on merit alone. No smoke blowing or snake-oil salesmen required.
(Hat tip to MLD/SMD/Nunatak/JRB et. al -- cheers guys)