We're talking about it, so as gimmicks go the gigantic firesteel seems effective for word-of-mouth advertising.

Yeah, the $150 firesteel seems silly to me, unless perhaps one is starting a fire with it every day of the week. I keep a couple of the larger firesteels in my SUV but that one's too beefy even for my vehicle.

Glad I went on my firesteel.com shopping binge in 2009 because shortly thereafter their prices shot up.