From your site: "Built to Last. Merino wool is 6X stronger than cotton and you can wash it far less often."
Bwah..???? Merino wool is 6X stronger than cotton??? How so and in what way? It has better flexibility/bend strength and flex durability, but cotton's tensile strength is typically higher on average than wool, AND MUCH more when both are wet. Thin cotton typically holds up better to abuse and lasts longer than thin pure wool. Take linen, almost the opposite of wool in many ways, has little flexibility and is brittle, but because it's tensile strength is 2 to 3 times higher than cotton, with a good build, for equal weight/thinness it tends to last longer than cotton.
Wool is only strong and durable when it's heavy/thicker and well felted. These type garments or blankets can last a very long time, if not attacked by moths, mites, etc.
A thicker, heavier all wool top takes forever to dry. Thinner, wool-synthetic blends that are used for baselayers are ok to good in that department. So i very much agree with Justin Baker, for a mid layer, fleece or the like is better.
If one wears a higher wool blend baselayer, and one is wearing also a mid or thermal layer, one doesn't need to worry as much about stink for the mid/thermal layer, because the wool baselayer does a good job of "filtering" that which would normally make the 2nd layer stink (oils, dead skin cells, dirt, acids, etc). Hence a fleece mid/thermal layer is a good combo with a wool or high wool-synthetic blend baselayer.
Not trying to be mean, but from a holistically logical viewpoint, an all wool, thicker mid layer/thermal type garment is not the best idea for backpacking. And you really need to clarify your 6x's stronger statement, or people with fabric knowledge and experience will tend to see it as a misleading marketing ploy and that will turn them right off.