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In response to your query... yes; I believe it to be marketing hype in order to sell to all the "tacticool" crowd. And there are plenty of people willing to keep those companies in business.
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"Today, we need a nation of Minutemen, citizens who are not only prepared to take arms, but citizens who regard the preservation of freedom as the basic purpose of their daily life and who are willing to consciously work and sacrifice for that freedom."
~ John F. Kennedy
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