SouthernSharktoothDiver
Contributor
I think this slogan, much like GRU's "Doing it right" is somewhat asking for trouble. Especially when critically analyzed. Avelo, whatever it's merits, is not "simple" or even "simpler than standard." You're using the weird pressure percents or Avelo mode, you're introduce several new components--batteries and pumps and bladders--you're adding in the relatively narrow weight range that requires more precise weighting to function (which, while good in terms of skills and safety, is definitely not "simpler" than just tossing on 16 lbs and using your bladder to compensate). Compare all of that to the brute simplicity of "I have a waterproof bag. When I wanna go up I fill it with air, when I wanna go down I let the air out."We are saying that Avelo is Simply Better Scuba.
Similarly, the claim of "better" is an extremely loaded word. Better how? In what way? For who? My diving usually requires me to be very negative and have lots of lift available. Avelo's not better for me. Other people want gear that's easy to travel with, or that they can use anywhere, or that costs as little as safely possible. Avelo's not better for them. Still for others, they want a rig they can customize and mix and match components to suit their needs--one day dive an AL 80, the next day adding a pony, the day after using a steel 117. Avelo's not better for them.
Avelo is "better" in the sense that it offer more stable buoyancy, but there's more to diving than that, and I think you can see why many divers find a system that's hard to travel with, only works with a DIN reg, requires proprietary computer software to use, and only works with one of two tank sizes, both of which require high pressure fills to get a full load of air and neither of which are available everywhere, as the al 80 is, to not be "simply better scuba" no matter the buoyancy gains.
Avelo seems like its good for what its good for, but I don't think it gets to claim being "simply better scuba" than standard OC BCD systems, any more than a rebreather gets to claim the same. I would recommend the slogan "Simply better buoyancy" or even "Brilliantly better buoyancy" but I suspect it's too late for a marketing change on that one.