24 hours later this one still baffles me..
In some ways this reminds me of the early wind tunnel test marketing days.. we may not have always been the absolute fastest, but we were always top 2 or 3 at any depth, and then some new brand would show up and had to put is 9th fastest with lesser known, and less threatening brands ranked higher. This happened even when we had product independently shown by third party sources to be best in class.
My guess that Muc-Off is thinking that they can make their biggest competitor at the high end (Ceramicspeed) look bad, especially as they are both occupying the same $65 price point, while they can make a small and less threatening competitor (SILCA) and an insanely overpriced competitor (AB) look OK.
In turn though, they've disclosed that their newest, 'Fastest ever produced' product is only ~0.1 watt faster than Synergetic, our self proclaimed third fastest product designed for harsh conditions, longevity per application, and ease of application over pure speed.. which in turn also tells the world that our slowest product is now faster than every previous product they've ever made
I'm certainly thankful for the reveal here, but I have to think that this was a big miscalculation on their part and will be interesting to see if they pivot on this messaging.
http://www.SILCA.cc Check out my podcast, inside stories from more than 20 years of product and tech innovation from inside the Pro Peloton and Pro Triathlon worlds!
http://www.marginalgainspodcast.cc