It is a 100 years old trick that has been around for company to make money. There is nothing new about it. Unfortunately, some people got suck into it.
Oh, those people who posted comment contesting it, you are probably one of the their staff.
From the consumer point of view. CUTCO IS THE SCAM, SCAM, SCAM. READ ON ...
I am a chef at a restaurant, I have plenty of knife, some good, some bad. I don't really feel that even for my daily usage, I need CUTCO knife. There are plenty of knives that work for me provide that you just hone it a little before using it.