Every company is going to market their products and I do think there is a bit of marketing in their statement. It would be naive to think that a company isn't going to market their products at all. But there is much more transparency at GEC than any other company making knives today. The internet may or may not be able to handle it at all times but in general I think it's been extremely good for knife collectors/users as well as GEC.
There are all sorts of people that visit this forum and buy GEC knives. Some only care about performance, some collect knives and don't use them, some care about tradition and history, some are only interested in resale on the secondary market, etc. You can't please everyone. People will have different preferences. But in general, we have a good idea of what to expect from GEC and it's been very good.
I've already stated my opinion in the "Let's talk about GEC" topic and I don't think we needed a separate topic but... I would buy more GEC knives if they used plain classic shields on their stag knives (as well as their other cover materials) when the patterns traditionally had shields. I will be much more selective of the quality of the stag (which does vary quite a bit) if the knives don't have plain classic shields.
GEC is not the only company to avoid shields on stag. Some of Queen's Tuna Valley Cutlery knives also lack shields. During Queen's troubled years, the quality of the jigged bone went down hill and they started using more wood and smooth bone. Those materials are easier/cheaper to work with. That may or may not have been the reason. No statement was made. There are no regular updates with shop photos on their website. Years ago, Queen knives had some of the best jigged bone and stag covers in the industry. Maybe they will again in the future. I'm hoping the new owners are successful.
Every business has to make practical decisions. GEC has made choices to use set length pins, omit shields on stag, omit text on shields when the cover material is smooth, etc. Some folks may or may not like some of these choices but GEC has been very successful producing high quality knives and there is no company that is discussed more often on this forum.