They definitely seem to be making a conscious effort to tell their story. The below was linked from Arcoplate's Facebook page this afternoon: http://alloysteel.net/wp-content/uploads/2014/07/wearProtection_arcoplate_miningMag.pdf A Steel Constitution by Carly Leonida, an article in Jul/Aug 2014 issue of Mining Magazine. http://www.miningmagazine.com/__data/assets/lead_thumbnail/0009/571761/molten-metal.jpg