I disagree- getting wet is a huge deal, and is why breathability is generally more important than absolute waterproofness, especially if you are doing hard phys

I disagree- getting wet is a huge deal, and is why breathability is generally more important than absolute waterproofness, especially if you are doing hard physical work. People do die from exposure in the wilderness after getting soaked with sweat, and then stopping to rest. I just don't think gore-tex and DWR are the best solutions for staying warm and dry... there are lots of other options that are more durable and keep you drier in practice. Besides the non-synthetic stuff above, I also prefer Columbia Outdry, and polyurethane with large zippered vents over gore-tex/DWR. In the real world, the breathability of gore-tex just isn't enough to be useful, it's close to a plastic bag. But I agree that for your average urban person doing a quick walk in the rain from a parking lot- just getting the outside of a sweater damp is no big deal, and they probably don't even need to own an expensive rain shell.