Lynn Thompson's marketing-strategy is quite-simple. Give working-class people and serious-pros, the strongest affordable knives on-the-planet. For the most cost-effective price. The blades do what, they say they can do. Performing under uncompromising, serious conditions. In other words, they can 'cut-the-mustard'. I own a 4 Max, and an AD-10, and there are not too-many production-knives that can go toe-to-toe with these two. All my knives serve double-duty, as an augment to my primary-arm, usually a handgun. I rely on my own experience, and research. If you don't like Cold Steel, or Lynn Thompson who cares! Buy, and use what you prefer.