Well, ULA,Elemental Horizons,etc, are these considered off the shelf? Not really.
Just a way for these guys here to get free stuff, IMO anyway. What makes it relevant is many folks here may or probably are always going out and purchasing the "all new, latest and greatest lightweight pack" Which I was one myself, until I started to think about using one pack, maybe two for all types of trips. A pack that is light,versatile,simplistic, and bomber as well, thus enter McHale. When you finally settle on one pack, it will actually save you money, especially, if you're the type (was Me) that falls for this marketing ploy type stuff. All the packs that I've bought and sold over the last 5 years would have probably paid for 4 McHale packs. Not that I need 4 packs mind you :)