The article is 7 moths old, but still relevant. I suspect that...

The article is 7 moths old, but still relevant. I suspect that this guy is the Sepp Blatter of the metals world..

Burghard Zeiler, secretary-general of the International Tungsten Industry Association, has no problem making the claim that his metal is the best. “It has the highest melting point of all the metals, and combined with carbon it is hard like diamond,” he says. “And these properties would make a good marketing base.”
Alas, he laments, it isn’t titanium. “That comes from the Greek Titans, which everybody knows, whereas tungsten is a Swedish word that means ‘heavy stone,’ so of course nobody knows about us.”
There used to be a Tungsten beer sold in the U.K. “I still have a can on my desk,” says Mr. Zeiler. “People wanted to make the case that it was a strong and tough beer but that only worked with people who know about the metal.” The beer is no longer made. “My can is probably rotten inside,” he says. Mr. Zeiler also notes “tungsten is essential for dentist drills, but that will probably scare people.”

http://www.wsj.com/articles/marketers-use-metal-to-talk-tough-1438204734