People don't choose a product or service because it is the same as something else; they choose a product or service because it is different -- and better. If you understand the significance of this fact, you also understand something of fundamental importance concerning Dive Rite: Dive Rite is different from nearly any other diving equipment manufacturer -- and that difference is, we actually dive. "Now wait a minute," you may be saying. "How could any diving equipment manufacturer succeed if its employees don't dive?" Well, it's true that nearly every dive equipment manufacturer has some employees who are certified divers. These employees may take one or two week-long dive vacations every year, or dive locally an average two or three times each month. These manufacturers also typically have employees (engineers, accountants, etc.) who are directly involved in the design and production of dive equipment who not only don't dive, they don't even have a clue as to what diving is all about. Perhaps this helps explain why there is so much dive equipment that looks functional -- but which doesn't actually perform very well. In contrast, when we say that Team Dive Rite members "actually dive," we mean it.