The more I think about this, the more it makes sense. Traditional wet-shaving is a niche hobby, and it won't displace cartridges. Re-introducing the Tech is a way for Gillette to be a player in the wet-shaving hobby world, to be seen as more than a mass marketer of disposable items, and to regain a little of the prestige and personality that's been lost as it developed into a faceless corporation. Honestly, I think most of us would be glad to see Gillette back in the marketplace (as long as they plav nice.) Also, I doubt AoS would pull the other traditional razors from their shelves, but I wouldn't be surprised if the new Tech became its flagship model. It's like the Corvette for GM - it's flash that gets the masses to pay attention while GM sells the moneymakers. Or, if you like, it's very much the same as corporate beverage companies buying craft breweries, to be a player and get some street cred.