I would agree that (like the PBJ stuff), it's a gimmick. However, from a marketing standpoint, it's been genius, because pretty much every run of all the things they make (or have made), they sell out. Not too shabby. You even get big names like Victorninox, Microtech, Benchmade, and others wanting to jump in. And let's not talk about the Case PBJ knives, those sell out in seconds, just like GECs do. Kinda crazy.