Came across this web page today, I'm not in any way associated with them. I'm putting this in GKD because part of the content on this link mentions how SOG's competitors were gaining marketshare from SOG and how knives are marketed in general: "SOG’s competitors were investing heavily in clear and engaging brand stories, supported by high-quality packaging and associated collateral, underpinned by aspirational imagery and clear, powerful technical information. This not only motivated consumers to buy, but enabled them to understand (and believe in) the performance capabilities of their chosen purchase. Because of the impact this was creating at retail level, SOG’s competitors were stealing market share." https://www.uniteddsn.com/sog It's an interesting look into corporate rebranding. I'm rekindling an interest in SOG products, but their old fixed blades mostly. Scuba Demo, Tigershark, things like that. The Seki ones. The rebranding of SOG seems to have happened at least a few years ago.