Gimmick.

You can put anything on the shelves that tell a bowhunter, "This will get you more deer!", and they will buy it.

I've been hunting many years and can assure you that if the wind is wrong, you are busted. The other day I was in the stand with a strong wind blowing in my face. I hadn't showered all day, never practice any scent control of any kind and a buck came wandering down the trail behind me. The deer came to my tree, sniffed the rope I had my dirty hands on not more than 20 minutes prior, looked up, and went about his business. Point is, the wind was right that day for keeping my scent above his nose even though it was blowing right at him. Thermals, wind direction, barometer, temp... all these things have a lot more to do with seeing deer than any scent lock suit could ever provide. And why would you pay $300+ for a coat that is as noisy as a washing machine, and made in China or Bangladesh or Vietnam to boot?