Remember the UltraTech Ultra-Ever Dry from last February? This is more of the same thing with a few tweaks. First of all the folks at NeverWet have partnered with Rust-Oleum and now have access to a larger distribution network. The part that I like the best is that the NeverWet comes in spray cans so you don't have to buy paint or pump sprayers to use it. Not sure of the toxicity of this stuff so read up before you going spraying it on your clothes like their CEO does in the video.