http://www.petesy.co.uk/haglofs-winter-201112-preview/
If you scroll all the way down you come to a brief description of a Haglofs jacket made of Gore-Tex Active Shell, which doesn't have a PU coating. So, Gore has copied eVent, presumably by incorporating some kind of oleophobicity. Result: Gore-Tex like it was in 1976, but no longer prone to failing when contaminated.
So, why didn't they do that back in 1978?

