Interesting marketing approach... the advertising campaign reminds me of what Simms Fishing Products has been doing the last couple years (similar format, colors, text, and desire to be viewed as "hardcore").
The attack pants sound great to me, but I think that some of the comments here show why they will remain a niche item... they are designed to be a "mountain pant" and the majority of the market wants insulated, dark camo pattern treestand gear.
For my location and style of hunting though, I'm psyched to have another good soft shell out there. I hope it is truly as quiet as they say it is! And I'm glad the pants come in gray!