Bushcraft is but another enjoyable hobby. It has its badges too and one badge is the Bushcraft Knife of Ray Mears Woodlore fame. Its recognisable. I never thought it was that great a design though.
The hobby takes various directions: to the re-enactor frontiersman, to the spoon carver. At least it gets people out into the woods to do a bit of camping, shelter building, and to sit around a nice fire. Loads of useful skills that are enjoyable to learn and might come useful. A first aid course might save more people, but having an interest in wildlife, habitat and respecting wild places can only be positive. I enjoy it.
I don't have a problem with Bear Grylls range of knives, nor cheap Moras, nor any of it so long as people get out there and learn a bit. There is a learning curve on knives and if you use them often you will find what suits you. The ones I carry most I wouldn't pretend to be the "best" but I'm familiar with them and can get them to do the things I want now. I have to be impressed with something to buy anything new, and that usually involves actually handling it. For me its rare to buy from a catalogue unless I know it already or pretty sure what I'm getting. Many people just buy because its pretty; well cool. Some because its great for Zombies. I prefer a knife more specialised for a particular job, and that should always start sharp. Some Bushcraft designs are better than others, but a lot of that is personal taste.
It amazes me the amount of households that do not have a sharpening system to keep even their kitchen knives sharp. We here might talk about steels and grinds but its all wasted if the knife is blunt. Most people have no interest and "its" a knife; regularly surprised if its a sharp one. My wife now expects the kitchen knives to be sharp and complains if they aren't; thats progress!
