I know this wasn’t directed at me but I’ll offer my opinion anyways. It has absolutely nothing to do with a quality soap. It has a lot to do with service to the country. I respect that and admire it but that is just me. Is it all just a sales pitch piggy backing on 20 years of service? Appealing to veteran supporters? Or is it someone standing up and trying to make a statement about what he believes in? Based on the attention to detail, excellent prices, and time spent addressing each customer individually (I placed an order and received a long personal email in response) I believe it is absolutely the latter but I guess you can form your own opinion.