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... aside from the is it or isn't it an 'ad' debate, I'd just like to add that irrespective of the technology used to make it sharper/better than the competition, unless it's maintained well then you may as well buy a cheaper set as the sharpness of a blade will dull over time. I've got a cheap set of knives that may not perform as well as the set listed here when out of the box, but I sharpen mine regularly so within 6months my cheap but maintained knife set will probably be outperforming the one listed here.

Just thought maintenance is worth mentioning.