OK, new to me, anyway. They've kept their The Best A Man Can Get slogan, but the ad was all about "Made in America" and -- lower cost!! Plus, their history, with a brief display of their razors over the past century plus. A profound change in their marketing strategy, it seems to me, that smacks of desperation. Appeals to patriotism? They must be kidding. I guess Harry's, Dollar Shave Club and all the other new kids on the block really are hurting their bottom line.