"Never Wet"... New Product available from Rustoleum

Developed here in Lancaster, PA. Talked to CEO two years ago about marine applications but they were still finalizing design and delivery methods. They recently struck a deal with Rust-Oleum. Should be some interesting testimonials coming soon.
 
looks identical to a product someonw posted here a few months ago "Ultra-Ever dry"? cool to see Rustoleum picked it up. only bummer is I read it doesn't work very well as a bottom paint because if I understood correctly the technology relies on creating a barrier of air to resist contact from the liquids. still cool stuff though, would be awesome on canvas! wonder if the price came down. the Ultra-Ever dry was pretty pricy stuff.
 
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Each kit covers 10-15 square feet. That's more than a buck a foot.
 
cool stuff, but why did they add a Milky color to the final coat? That really limits applications.
 
Anybody notice the shine to the tee shirt and how stiff it looked. May not be practical for garments, and nothing said about re application on items that are constantly flexing..let's say canvas you remove and roll every weekend! Otherwise cool stuff
 
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