Caleb and Keith discuss the passing of the PR Nightmare Trophy from Sig Sauer to Staccatto this episode. There are several totally legitimate reasons why a company might do what Staccatto is doing, those also get discussed. When there is an opportunity to pull back the curtain a little and show you the often frazzled PR/Marketing folk pulling the levers and some of the whys, we actually like doing that. We also get into a little of the still remarkable 'Cool Uncle' ATF phase we are currently in. Where will it all land?