Warren Thomas has been doing it for well over a decade.
My shop knife is one he gave me about 4 years ago.
I have yet to sharpen it, and it is a cardboard shredding machine.
Really easy to re-work too if the need should ever arise, just re-apply a fresh coat.
I can't imagine ever needing to do that though.
Once the initial titanium edge wore away on this knife, it just got a bit toothier, and actually goes through cardboard better.
To resharpen I'd just need to regrind the offside bevel a little to get further back into fresh carbide and Ti.
I'm sure I've cut through more than a mile of cardboard with it.
It's actually not a gimmick, though there does seem to be an extraordinary amount of hype surrounding it right now.
I bet this gets worse before it gets better.
I've worked in machine shops where they carbidize their roughing mills, and it increased tool life exponentially.
I talked to Rocklin several years ago when I first started, as I wanted a Carbidizer for my lockfaces.
They kind of blew me off, had little intereset in talking to me, and quoted me some stupid price like more than 3k for their machine!
I bought a $200 machine from Bebe manufacturing.
I saw they had a booth at Blade this year though, so it seems like they decided they could pull a few bucks out of knifemakers after all.
Don't know if they got more reasonable on their pricing.