I'll tell you what I know (or at learn what I think I know) about ESEE culture:
For one, knives are meant to be used. Those of you who suggested that ESEE folks don't use their knives, you probably shouldn't be talking about something you know nothing about. So needless to say, ESEE people could care less about coating coming off, most of them remove it beforehand because it looks fugly when half the coating is gone. I've cut food with a rusty knife, I've eaten off a rusty knife, and there was nothing wrong with it. And as much as I love my Ratmandu, it rusts a lot faster that 1095. And for the record, all 3 of my main outdoor blades are carbon steel (Bark River 3V, Fiddleback Forge 1075, and SR101), and none have coating on them. They do just fine being used outdoors.
Second, ESEE crowd will not shame you for having a different knife or preferring a knife of a different brand. The ESEE forum is swarming with people who prefer BHK, LTWK, FBF, Tops, Ka-Bar, Ontario, and many others. So there is no "fanatical following" that many keep complaining about. You know why there is such a loyalty to ESEE brand? Because ESEE people never push their products on you. When I went to their field survival class, I did not bring one ESEE knife with me, and I got compliments from RAT instructors on my Fiddleback Forge machete. Jeff never claims that his products are the best or that you should prefer them to other products. He has great things to say about many knife manufacturers and knives.
Finally, ESEE crowd has thick skin. What may shock you as "horrible customer service" is an inside joke on ESEE forum. You may expect to be pampered, told that it's not your fault, hugged and consoled, but it's not going to happen. Mike is no Oprah, that's for sure. But they do stand behind their product, even though they're not willing to jerk you off every time you put a scratch on your blade.
Take it for what it is. If you think the above mentioned criteria are not for you, so be it, no one forces you to buy ESEE. But many people do appreciate the blunt honesty and practical appeal of it.