Maybe it's just me, but I think of multi-tools as pliers and tools first, and suspect most USians do also. A blade as only one of many implements isn't as scary as a dedicated folding knife, therefor less or even unlikely to ruffle anyone's tutu. In more than 20 years of carrying multi-tools on my belt, I have never once in any company provoked anxiety, and the only comment I ever got was from someone who said it inspired him to do likewise. I believe the main reason Leatherman commercials are seldom seen on broadcast TV is they are usually targeted toward specialty audiences, like outdoors or DIY enthusiasts, so the interwebs are probably the best venues, also cheaper.