Let me put it like this:
Marketing is can lead to sale of a knife...or NOT. In my case it is NOT.
They may be fantastic knives, but I have yet to be convinced to buy one. I am not dissing or hating on anything or anyone...I have just never felt the desire to buy a Cold Steel product, and their marketing has a lot to do with it.
I felt the same way you do right now for ten years. In that time, I bought probably fifteen or twenty knives that didn't have cheesy marketing, but I overpaid quite a bit for a small piece of steel with an edge on it. For what I do with knives, I don't think I should spend much more than $10-20 for something serviceable. And guess what? It took me ten years of overspending to realize that I should do just that. Spend $10-20 and never look back.
So, for a paring knife, I look no further than Victorinox. I can cut the wishbone out of a chicken with it, and that's what I want it to do for me. Kitchen shears? I use EMT shears and cut right through the middle of the spine of a chicken so half comes out on one side and half on the other. And I snip off the ass for the stock pot, but you don't need EMT shears for that.
For a letter/package opener, what the hell is wrong with me for going over $10-20? I have a sharpmaker, I can sharpen a knife, so no need to put my nose in the air over my choice of a small folding pocket knife. Or the tiny little Swiss Army multitool on my keychain, or the $17 AAA LED flashlight I keep there, either.
Once I broke my cherry and bought some cheap stuff I got over the Cold Steel marketing and just looked at the products. It's hard though, and I want to acknowledge that it's hard, to look past insulting marketing that a carnival barker would turn red over, and just look at the product and see if it does what you want it to do. I'm extremely satisfied with my Cold Steel products despite the absolutely laughable marketing crap they churn out.
I'm very dissatisfied with my experiences with Smith and Wesson's licensing crap. Falling apart days later.
Lucky for me I found bladeforums, so my future pocket knife purchases will likely be from Opinel or one of the other reputable manufacturers who do a more than thorough job that will serve me well for a lifetime. Including Cold Steel. They make a hell of a Trail Hawk, and I got a really nice handmade sheath from one of the members here.