They have been making that broadhead for 20 years or so. It just costs twice as much as it did a couple of years ago now that they hired a "pro staff".

Before the had pros and fancy packaging most hunters thought the idea was absurd to have the blades open up after initial penetration.

Just goes to show you what a "celebrity" can do for you and how easily people are influenced.

Sonoran broadheads was the old name.
http://www.sonoranbowhunting.com/