I can't speak for the others; but the real laugh for me, having worked upon regulators for years, comes from the base consumer's boundless gullibility and ignorance -- to a company's cynical attempt to basically reinvent the wheel, at a new-found premium, using an ingot of exotic metal, in their so-called "atelier," to house largely 1950s technology; and then to simply anodize the whole damn thing -- a process, which has been around for almost a century -- as some new revolutionary finish, "burnt titanium."
Many of us have seen that "rainbow" finish on guns and other objects for decades; and, yeah, you can scratch it.
These vacuous recent advertising claims, surrounding most everything nowadays -- scuba-included -- oddly reminds me of the infamous business card scene, from American Psycho, where a bunch of 1980s empty suits argue over the merits and attempt to re-market the color, white; or, was it "pale nimbus?"