If anything in the store had to be a gimmick I think this is one. Yes under a blacklight it may "appear" that the UV glow is gone but that is with our eye sight. Most likely the deer can still see it if it really does "glow" as they say it does. Just wash your gear in non-commercial (tide, era, gain,etc) laundry detergent b/c of hte UV brightnersthat make your whites whiter and brights brighter. Just use a non-scented detergent made for hunting clothes and you should be good. I fall for all the gimmicks too but then I step back and say, do I really need this to get a Buck? Did my father and his father, etc ever use the stuff we see on shelves today? I think we need to be better "Hunters" and enjoy the hunt more than the instant satisfaction... Just my .02