Had to laugh on Facebook when someone pointed out it may well be marketing hype... the response was...

"it's not marketing hype, it's scientifically proven"

The VJ Irocks use the Kevlar technology and seem to be well reviewed and long lasting. A bit cheaper as well. It the Inov8's do match their own hype they could be onto a winner, but are they just playing catchup to what's already out there?

I'm not here to slag off Inov8 by the way, am very much a fan of mudclaws, although recent events have led me to look at alternatives.