It's hard to characterize Cold Steel's product line because it has no uniform character or standard of quality. It includes everything from cheap (and IMO useless) plastic knives (Delta Dart, CAT Tanto) to several-hundred dollar pieces with fantastic workmanship (Imperial Tai Pan). It includes unique, innovative pieces like the Vaquero series and simple copies like the Randall and Loveless designs. In the line are well-considered, well-priced pieces like the Bush Ranger, and ill-designed, grossly over-priced pieces like the Triple-Action folders.
So who are Cold Steel? How can we characterize their products? They are importers of anything and everything they feel they can sell, either by value or by bluster. Certainly there are other companies taht import knives, such as Spyderco, but these companies maintain a uniform product line with a universal standard of quality and immediately obvious company "character" in each piece. Cold Steel, in contrast, could stock an entire knife store with their products, from the "top shelf" fixed-blades and folders to the "bottom shelf" junk that is sold to less discriminating customers. Shovels, swords, canes, etc... they'll put their name on anything they feel they might sell, regardless of design or construction.
Now, I'm not denying that hidden in this massive catalog are some of the best bang-for-the-buck fixed-blades available, some passable Zytel folders, and a number of other odd but interesting items. But the "Cold Steel" name itself stands for nothing when we weigh all their myriad products as a whole.
Coupled to this ambiguous name is one of the nastiest and most misinforming ad campaigns in their industry. Nasty because it attacks the products of competitors with unfair comparisons and "straw man" tactics, misinforming because it presents one-sided arguments and commits many logical errors.
Examples (from the CS website):
Unfair comparisons - in "The Truth About Tactical Folders," Mr. Thompson questions the ability of tactical folders as defensive implements because they are unsuitable for parrying a large bowie or Kukri. My concept of a "defensive scenario" is generally being surprised by an individual armed with a boxcutter, small knife, or bare hands. It is not squaring off with Jim Bowie or a Gurkha.
"Straw Man" Tactics - In "Riposte," Mr. Thompson seeks to pump up his own series of Zytel folders as the "ultimate" tactical knives by attacking a similar claim made by Gerber about the Applegate folder. The Gerber is a specialized folding dagger that is mis-advertized as a "tactical" (defense/utility) piece, has a notoriously poor lock, and is grossly over-priced by the standards of Zytel knives. Mr. Thompson singles it out clearly because comparisons between his knives and knives of less-specialized design and better construction (e.g. many Benchmade and Spyderco designs) would not reflect well on his products.
One-sided Arguments - the "Riposte" article is also an example of a very one-sided argument. Not only is Gerber given no opportunity to respond, but no mention is made of the Applegate's very unique attributes, such as the ability to take a double-edge and still fold safely. A similar situation is Mr. Thompson's attacks on Jerry Busse, where they criticize his extremely slow delivery times but make no mention of the fact that he seriously injured his hand and was unable to do any work.
Logical Errors - A logical error common in CS advertising is the presumption that twice the money should buy twice the knife (with CS always occupying the low end of this price comparison). Quality does not work that way! In the most extreme case, CS claimed that the Bushman was superior to a Chris Reeve survival knife because both cut, had hollow handles, and one could buy 15-20 Bushmen for the price of one CRK. This ignores that in some situations (wilderness survival is a fine example), a person wants the best item available. The best always costs more, and people are only going to use one knife, not 15-20. I wonder how CS would like a comparison between 10 cheap chinese knockoffs and one of their Voyager folders - is it really 10x better?
I don't like CS. By now, that should be obvious. They make some good knives (and some junk), but so do many other companies. Why buy from jerks that seek to delude the buying public and unscrupulously trash their competitors? There are companies with better business practices, better products, and much better customer service who are ready to take your money and put it towards developing a better product instead of grandstanding about the ones they already make.
-Drew