In reply to Simonfarfaraway:
Almost as weird as Black Diamond gear not actually being made of Diamonds,
Wild country gear being based in England,
Petzl not selling pretzels,
Aliens not being produced by actual aliens,
and Clog never actually selling clogs.
On a less satirical point I believe Organic are pursuing soy (as opposed to oil) based foams. However their pads are made with the goal of being the best, nothing less. I've never seen one that looked trashed, I cant say the same for any other mat brand that im aware of. And i've never bottomed out on one unlike a lot of the cheaper brands I've tried. Just my opinions.
I do think the word itself has different connotations in the US