Cool...., page-15

The FR side won't happen like that (building a brand) as nobody wants their product associated with fire risk - even if the association is with reducing the risk

The differentiating point of their product is really about environmental/health benefits, not fire retardant. When buying a tent, a family concerned about their children's health would be more likely opt for one with a tag branding it as such. Whether or not AJX has the market power to co-opt a large player to accept its branding is another question.