All y'all guys need to familiarize youself with some history, before you all go apoplectic.
This is all from memory, so if you can cite any innacuracies, feel free, and thank you.
First, DIR predates Halcyon and GUE.
DIR was derived from WKPP gear configurations created mainly under Parker Turner, but common use of the term "Doing It Right" was coined by George Irvine.
The project director at Wakulla decides what's DIR.
Whatever input he may have from his associates, there's "DIR", and "other", and he's the man.
He is not involved with GUE or Halcyon, and indeed, has recently given the appearance of distancing himself from both operations. The reason is primarily because he doesn't like seeing anyone else's name in print more than his own, but I digress.
The point is, JJ can trademark what he wants, but he can't control what DIR actually "is", which is why I feel he has motives other than being discussed.
Halcyon was started because ready made "true DIR" gear was scarce or unavailable, and specific requests to gear manufacturers like OMS and Dive Rite went unanswered.
About the only gear they make (except the rebreather) that's significantly unique is the Scout and the Pioneer wing, with it's donut bladder design, and I don't even know if they invented that.
There's alternatives that are DIR compliant for almost every DIR gear requirement.
George's gear list (note Halcyon alternatives):
http://www.wkpp.org/articles/Gear/gearlist.htm
GUE gear history/philosophy:
http://www.gue.com/equipment/equip-considerations.shtml
http://www.gue.com/equipment/jj-hogarth.shtml
Gear selection Guidelines:
http://www.gue.com/equipment/equip-anatomy.shtml
If you don't already know
all of the above, your opinion rings pretty hollow, although it's your right to have it.
In my opinion, "The Big (marketing) Conspiracy" isn't an excellent example of forward thinking. JJ could make and market as good or better COMMONLY ACCEPTED scuba gear and make a fortune. He is, for a fact, one of the most accomplished scuba divers alive. Instead, he targets an unusually small part of the market place. I'd say the market share he seeks is OBVIOUSLY finite.
As far as advanced techical diving goes, in days gone by, extremely experienced divers created their own kit by trial and error. Hogarthian/DIR was the first widely recognised formalization of these requirements. DIR makes this gear readily available to the average diver, instead of you taking 3 years and 200 dives to figure it out, and maybe even live. For Halcyon to zero in on this need, precludes them from the vast majority of the dive world.
About the trade mark, those of you familiar with recent progress and events in the scuba industry will remember some specific encroachment on the DIR principle, both by other training agencies, and other gear manufacterers, and it's my opinion that JJ is seeking to protect DIR, more than covet it, from interpretation and degradation, lest the weaker minds become confused. It's apparent to me that the vast majority of detractors, and a signficant proportion of supporters, have not bothered themselves to actively research the topic at hand (as apparent from this thread) extensively, and thusly are poor judges of what actually "is" and "isn't" DIR.
After all, there's nothing to stop the industry from declaring the new "DIR" Force Fins, or PADI "DIR" Scuba Diver, or OMS "DIR" Bungie Wings....