Good article.
Somewhat related sidenote;
In my teens, I used to stop by a gunshop every so often (owner didn't seem to mind encouraging a young, prospective future customer, and would let me check out whichever firearm I was curious about, when it was slow. I actually learned how to disassemble numerous firearms, with his tutelage, before I ever owned one).
Anyway, the owner had one of the best marketing ideas I've seen yet. He happened to be a dealer for Oakley and Gargoyles sunglasses.
He took a pair of Oakley Blades, and a pair of Gargoyles (the same model worn by Arnold, in Terminator) to the range, and shot them from (IIRC) ~10-15 yards away; the Oakleys with birdshot, and the Gargoyles with a .22LR.
Dozens of small dimples in the Oakleys, but no holes/penetration. The Gargoyles had a deep dimple (3/8" - 1/2") and were bent, but again, no hole/penetration.
He then put those in the window display with the other Eyewear. Sold a LOT of them to gun owners (and random folks walking past the shop, who saw the shot-up sunglasses in the window). *** I wound up getting a pair of Oakley Razor Blades, when those came out a year later. And a few years after that, got a pair of those Gargoyles, too (the Gargoyles are HUGE, and looked ridiculous on me
).
When I was in college in the early 90s, a buddy mentioned that he wanted to get a new pair of sunglasses for a trip to the Grand Canyon. I told him the story about the Oakleys and Gargoyles, which convinced him to buy a pair of Gargoyles (different model, but the same polycarbonate lens material).
The Gargoyles wound up saving his eye, on the trip. He said he was halfway down the canyon hike, when he heard a sound, and looked up... just in time to get hit in the face, by a falling rock.
He said the rock was about 6" long, and spike shaped, and it wound up hitting him point first, square in the middle of one of the lenses. The impact knocked him down and dazed him, and he wound up with a nice shiner for a couple weeks, but no eye damage. He showed me the glasses, and sure enough, the point of the rock left a divot in the middle of the lens, right over his eye.
He thanked me for saving his eye, by convincing him to get the Gargoyles.
)
