We need to invent the "rugged" equivalent of "tacti-cool". What confuses me is the effort pretending to be rugged seems nearly as high as the effort of actuall

We need to invent the "rugged" equivalent of "tacti-cool". What confuses me is the effort pretending to be rugged seems nearly as high as the effort of actually being rugged would have been. Maybe it's cargo-cult design, like with bad aero?