Hi Tom
I'm sceptical too … :-)
Actually, I am a bit willing to believe what he says about the performance of the surface coating he has developed. My disbelief comes when that coating is applied to shoes.
Imagine a super-hard coating you could put on shaped metal to make lathe tools for a machinery shop. It might increase the life of the cutting edge by a factor of 5. Great. But what happens if the substrate under the coating is soft, and deforms under a real-life load? The coating is then unsupported, and flakes off. It's a bit like the hard chocolate coating on a melting icecream! (That's why it's no use trying to use a hard anodising on soft aluminium…)
In the same way, I have my doubts that the coating they have developed will stay attached to the surface fabric and rubber of a trail shoe when the shoe is worn under harsh/wet/rocky/scrubby conditions. The substrate will give way, and flake off, taking the coating with it.
A classic example of this problem is the EPIC coating on a natural fibre. They do this, and I have no idea why. Marketing appeal I guess. The trouble is that as soon as you take this stuff out into the field, the EPIC coating gets abraded off the surface fibres. The cotton fibre substrate then absorbs water, and … it all goes to pieces. I have a nice bushwhacking shell top I made from EPIC-coated cotton fabric in my cupboard … Um – no, I think I eventually threw it out as useless.
We await real products for testing!
Cheers