Bingo. I would be more confident and useful with a loincloth and a small knife than most of my weekend roleplayer 4x4 buddies with their jeeps loaded out with full survival kit. Watched a guy spend 2 hours trying to light wet kindling with some fancy flint thing, I used a bic. Most of the outdoors industry is all image now, decent equipment is inexpensive, so its 'lifestle marketing driven' now. Preppers included.